Procter and Gamble launches family-focused Vicks campaign

Procter and Gamble has announced the launch of a new UK marketing campaign that will highlight the benefits of its Vicks VapoRub brand to families.

The advertising initiative will involve radio commercials and online marketing between now and March 2013, with the overall aim being to promote the product as an ideal cold and flu solution for every member of the family.

Using the tagline "we make a mother's touch a touch more comforting," the campaign will help raise the profile of a well-known brand that boasts more than 100 years of history.

Vicks contains levomenthol, eucalyptus oil, turpentine oil and camphor and is designed to be rubbed on the chest or inhaled.

The company said: "We are delighted to be focusing on this iconic brand once again this coming winter, reminding people how effective and soothing the product is."

Other products in the Vicks range include cough therapies and decongestants, as well as treatments to prevent colds before they set in.