Healthcare: Tonic Life wins brief for 'healing honey'

Healthcare comms shop Tonic Life Communications has been called in to handle the launch of a range of 'healing honey' by Ian Staples, the former MD of Halfords.

Active H2O2NEY has been developed by Healing Honey International, of which Staples is CEO. It is a new ultra-pure Chilean honey with antimicrobial properties considered to be effective in fighting bugs such as MRSA and E.coli.

The product is being established after independent studies have demonstrated that it is highly effective against antibiotic resistant organisms and lethal hospital bugs.

Tonic won the account after a competitive pitch that involved at least three other unnamed agencies and the brief will be led by Scott Clark, Tonic Group CEO.

As part of the brief, Tonic will work with the company around the UK launch of Active H2O2NEY, championing its role as part of a healthy lifestyle, as well as raising awareness of the product's healing properties.

Clark said: 'Active H2O2NEY, is a natural product with some "supernatural" powers. It's very exciting to see the groundbreaking research discoveries being made with Active H2O2NEY.'

The account is initially a retainer for the UK launch of Active H2O2NEY and will run to the middle of next year. It will be the honey manufacturers' first foray into retained PR as it looks to create an entirely new category for the well-known natural product.

The honey, which is collected on the Rio San Pedro estate in the rainforest of southern Chile, will be available at major high street retail outlets and through marketing agents such as Duerrs and Lifeplan Products.

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