Lexis – which launched its OTC healthcare practice earlier this year and already promotes Roche’s Pro Plus, Cystopurin and Kwells brands (PR Week, 19 March) – is to handle media relations, sampling and celebrity endorsement promotions.
C&W’s consumer health division, Elixir, had handled consumer PR for Berocca for three years, work that has included the promotion of backing from TV presenters including Kirsty Gallagher and Fearne Cotton.
Lexis head of healthcare Liz Jones said ‘news creation activity’ was planned for Berocca, which turns water into an orange-flavoured fizz, on a theme of ‘staying sharp and alert at key occasions’.
Jones said Lexis will seek celebrity backing from ‘guys aged 25 to 45, with young children – someone like Jude Law’.
Berocca has an annual PR budget of around £150,000. The PR campaign will run with an advertising campaign in the national press and on London Underground.
The switch comes as Roche Consumer Health prepares to be bought by Bayer, a deal currently awaiting approval from competiton authorities.
C&W continues to promote Roche’s Sanatogen multivitamins and Bepanthen nappy-rash ointment.
Lexis has appointed Clare Marren from Wallace HCL as account manager for healthcare clients.