Fuel PR will target trade titles and consumer media to boost awareness of Dymotil, Infaderm and Kamillosan. To promote the latter - an ointment that relieves the pain of cracked nipples - Fuel will highlight the benefits of breast feeding, specifically encouraging mothers who give it up after a short initial period to stick with it.
Infaderm is a range of emollients that treat dry skin conditions and eczema in babies and children; Fuel will promote a link-up between Goldshield and the National Eczema Society that sees the firm give a donation to the charity for every Infaderm product sold.
Dymotil, meanwhile, is a medicine for the management of acute diarrhoea; Fuel will promote its recently gained OTC status.
The agency's work accompanies an ad campaign set to kick off shortly in the parenting press. It reports to Goldshield business unit head Paul Kerry and won a pitch against two undisclosed agencies to secure the deal.
Fuel's hire is thought to be the first time Goldshield has used a firm on a similar brief.
Goldshield, which is based in Croydon, is one of a number of firms under long-running investigation by the Serious Fraud Office (SFO) over the supply of generic drugs to the NHS. Denying allegations of price fixing, Goldshield is helping the SFO with its enquiries.