14 Dec 2007


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New Year campaign for Zovirax cold sore cream

Zovirax

pharmacy

Source : GlaxoSmithKline Consumer Healthcare
Cold sore market sales leader Zovirax Cold Sore Cream is back on national TV with a £850,000 campaign which will run from 7th January to 3rd February 2008.

It marks a return of the memorable and persuasive ‘Helmet’ TVC which effectively communicates the functional benefits of Zovirax Cold Sore Cream, whilst also tapping into how cold sores make consumers feel. The helmet symbolises the self consciousness of sufferers who often want to hide away.

The 30 second ad has been updated to include a product demo which communicates the suitability of Zovirax Cold Sore Cream to use through the cold sore cycle and the ad ends with the compelling strapline: ‘Nothing Works Faster’.

The brand will also benefit from a radical update to its website – www.zovirax.co.uk.

The site features ads based on ‘Emma’s place’, using photographs and diary entries to follow Emma from the time she first feels a cold sore coming on to a successful outcome after using Zovirax Cold Sore Cream. The interactive site is packed with useful information including how to treat a cold sore and typical triggers – while Emma’s comments bring the pages to life and create appeal for the brand’s key target market.

Zovirax Cold Sore Cream, which contains 5% aciclovir, is available in a 2g tube (£5.99) RSP and in a unique, durable, discreet and convenient 2g pump (£6.49) RSP. Prices are at recommended selling price only.

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