GSK in fresh over-the-counter allergy drive

GlaxoSmithKline has hired Cohn & Wolfe to promote its OTC allergy portfolio, including market-leading product Piriton.

The agency won the contract, which has a secondary focus on Piriteze and Flixonase, after a three-way pitch. C&W will promote to consumer journalists the wide range of allergies that Piriton can treat – ranging from hayfever to chickenpox. C&W will position the product as essential for people's medicine cabinets.

The drive will support ads, by Grey, that break in May.

The account was previously held by Euro RSCG Biss Lancaster, which won the brief four years ago (PRWeek, 15 Feb 2002) and ceased to work on it last year.

C&W has a five-strong team, led by associate director Pat Hindley, on the brief. She reports to Piriton brand manager Helly Seeley.
Hindley said: 'Over the next few months we hope to show a new generation of allergy sufferers how they can best relieve their symptoms.'

C&W already works for GSK in consumer health, promoting its smoking-cessation brand NiQuitin CQ.

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