GSK is encouraging consumers to ‘Boss it with Beechams’ in its latest campaign for the cold & flu brand.

The £3.9m campaign will promote the newly-redesigned packs on TV, radio, and online, as well as outdoor advertising in Leeds, Manchester and Birmingham.

The TV campaign begins on 21 October, with the campaign running until February 2020.

Emily Fox, GSK marketing manager, said retailers can drive sales by promoting Beechams close to tills, stocking up ahead of the peak season and using clip strips.

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