A well-placed agency source involved in the pitch said the consumer-facing work was likely to be move beyond ‘product messaging’ and into ‘developing a brand personality’.
The brief will focus on getting people to relate to the products, the source said, adding: ‘It’s also about reminding consumers that the products are out there all year round, beyond the traditional cold and flu winter seasons.’
An in-house team will also be involved, and attracting third-party endorsement is also believed to be on the agenda.
In 2011, GSK rival Reckitt Benckiser ran a Facebook campaign for its brand Lemsip parodying the James Brown song ‘Man’s World’.
This allowed men to demand sympathy online while women were able to create their own video telling men to stop being so melodramatic.
Both Unity and GSK declined to comment on the appointment.
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