GlaxoSmithKline has handed a six-figure brief to Unity to give its UK flu remedies “personality,” PRWeek UK understands.
The account, which covers the Day & Night Nurse and Beechams brands, is thought to be worth approximately £300,000, or $446,300, and spans both PR and social media.
A well-placed agency source involved in the pitch said the consumer-facing work is likely to move beyond “product messaging” and into “developing a brand personality.”
The work will focus on getting consumers to relate to the products, the source said. “It's also about reminding consumers that the products are out there all year-round, beyond the traditional cold and flu winter seasons,” the source added.
An in-house team will 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 Lemsip brand parodying the James Brown song Man's World.
This allowed men to demand sympathy online while women were able to create their own videos telling men to stop being so melodramatic.
Both Unity and GSK declined to comment on the appointment.
This story originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.