The £3 million marketing campaign began in June and will continue until September across TV, social media and screens at outdoor events, GSK said.

The TV advert will demonstrate how Voltarol Back and Muscle Pain Relief Gel works, targeting a “younger generation who don’t currently regularly engage” with pain treatment, the manufacturer said.

The campaign aims to “give pharmacists the tools to engage with a younger audience who suffer from occasional pain, as opposed to chronic sufferers, ultimately driving sales”, it added.

Voltarol brand manager Jasmine Walton said: “Many 35-55-year-olds lead busy lives and pain can be a result of a sedentary lifestyle. However, their busy lifestyle means that they put off treating pain.”

For more information, visit the Voltarol website.