Pharmaceutical brand GSK is putting £4m behind its Piri brand with TV, out of home, PR, digital and social media activity designed to drive sales during the summer allergies peak.

Piri Hay Fever Campaign

The new campaign includes regional TV activation in line with pollen reports from the Met Office. This activity is designed to ensure shoppers are receiving the right message, at the right time throughout the hay fever season and beyond.

Jing Zhuang, allergy relief portfolio UK lead at GSK, said: “This is the first time we are communicating a vast range of allergy symptoms and not just focusing on hay fever.We’re also revolutionising traditional OTC media buying by utilising big data modelling with three versions of the TV campaigns so that we can serve the relevant content to our target demographic, really increasing the awareness of hay fever and allergen symptoms so that shoppers are aware and in-store pharmacists can help offer the correct advice.”

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