SmithKline Beecham Consumer Healthcare, Pittsburgh, on July 12 kicks off a $10 million national campaign for Denavir prescription cold sore treatment, the first major national ad campaign for Denavir since the brand was launched in 1997. The TV effort from Grey Advertising, New York, will let consumers know that they can get real antiviral medicine by contacting their physician or dentist. Commercials will feature situations in which cold sore sufferers hide their faces in embarrassment, including a woman holding playing cards to mask her lips, a male commuter hiding behind his newspaper and a young woman pulling a turtleneck sweater over her mouth. The spots also feature a product demonstration.
Copyright July 1999, Crain Communications Inc.