Manchester-based City Press PR has beaten-off competition from two other agencies to clinch the Halls Soothers and Halls Mentholyptus account.
Adams, the cough sweet brand owner, awarded the agency the three-month project account following a three-way pitch believed to include Nexus Choat and Communique.
City Press PR will work on a UK consumer brief to raise awareness of the Halls brand over the winter, targeting health journalists in particular.
City Press managing director Charles Tattersall will head an account team of four, reporting to Adams senior product manager Jim Parker.
Tattersall said Adams had decided to put its efforts into PR instead of advertising, which has in the past received the lion's share of the marketing budget.
'It wants to use PR not to change awareness of the brands but to highlight awareness.
'We will be concentrating on the medicinal properties of the Mentho brand and aiming to rekindle enthusiasm for the Soothers brand by targeting a younger audience through tactical celebrity-driven PR,' added Tattersall.
The campaign marks the first large-scale PR push for over four years by Adams, which is a division of consumer products group Warner Lambert.
Each year, over pounds 300 million is spent on medicated sweets in the UK and each adult on average gets four or five colds a year. An estimated 155 million workdays are lost annually to the common cold.
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