GlaxoSmithKline's
leading pain relief brand Panadol is being advertised through a new ITV1
primetime show, thanks to a high-profile sponsorship deal.
The paracetamol product is being featured in advertisements attached to Lemonaid, starring popular comedy character Keith Lemon, which began airing earlier this month and will conclude in May.
Panadol will be the focus of six branded TV ads per show, while related commercial spots are attached to web-based digital and catch-up content on ITV Player, reports Chemist and Druggist.
GlaxoSmithKline has also confirmed that it will be targeting pharmacies with educational materials aligned to the new campaign later this year.
Rose Gray, Panadol's senior brand manager, said: "Panadol comes to the aid of UK customers with its pain relief, so linking to Keith Lemon's Lemonaid, where Keith also provides aid to the public in his own unique way, is a great fit."
Last month, the company announced plans to create up to 1,000 new jobs in the UK through a significant expansion of its manufacturing capabilities over the coming years.
