Procter and Gamble to launch Vicks VapoRub anniversary campaign

Procter and Gamble has announced plans to conduct a new media campaign to mark the centenary of its Vicks VapoRub brand.

The healthcare company will run a TV advertising campaign from now until February 2012 to celebrate the topical ointment's 100th year on sale, focusing on the message: "Vicks gives you a good night's sleep".

Sister product Vicks Sinex Soother will also be featured in the new initiative, which will see the manufacturer conducting face-to-face training with pharmacists for the brand during the winter, reports Chemist and Druggist.

In addition, an "extensive range" of display materials will be on show inside pharmacies and on windows to further raise brand awareness.

According to US figures from Nielsen, the product was the top-selling branded children's cough cold product during the 12 months ending on May 10th 2010.

It is designed for application to the chest and throat to relieve coughs caused by the common cold, while it can also be applied to muscles and joints to relieve minor pain.