GSK has announced the launch of new packaging for Beechams, supported by a new campaign this winter.

The ‘Boss it with Beechams’ campaign will include reactive and time-targeted media in line with seasonality, backed by a £3.9 million spend.

Coughs and colds are among the most common ailments treatable through self-medication, making brands like Beechams a must-stock for retailers, said the pharma major in a statement.

Beechams Max Strength All In One contains 3x more ingredients than paracetamol alone, it added.

The wider campaign emphasises the product’s strength, targeting ‘on the go’ customers with busy lives, while also featuring bespoke city media takeovers in Leeds, Manchester and Birmingham to provide a strong baseline presence nationwide.

The new packaging aims to drive visibility on shelf, supporting the brand’s TV, social and outdoor presence.

“Retailers can tap into the increased consumer engagement and drive sales by promoting Beechams close to payment points, ensuring shelves are fully-stocked, especially in peak season and using clip strips,” said Emily Fox, brand marketing manager at GSK.

“GSK has also supported retailers by distributing thousands of interchangeable seasonable units, that allows them to capture the attention of shoppers away from the healthcare fixtures, without taking up additional shelf space,” she added.

The ‘Boss it with Beechams’ marketing campaign will be live until February 2020, and it will be supported by TV, OOH, social, radio and digital searches. The TV campaign is set to air on 21 October, but may go live sooner given the use of reactive media in line with seasonality.