Mentholatum has invested £1 million in a radio campaign to promote its topical analgesic brand Deep Relief.
The adverts will air on Classic FM and Gold Network from Monday (October 14) to February and are expected to reach nearly 3 million key listeners. The activity will target women aged 55 and over who have an active lifestyle and are likely to suffer from back and muscular aches and pains.
Mentholatum will also support the Deep Relief brand with trade advertising and digital activity, which will include a Facebook competition to win £250 worth of Thomas Cook travel vouchers.
The message will focus on Deep Relief's combination of ibuprofen and levomenthol, which delivers a "powerful two-way action", the company said.
Deep Relief starts at a recommended retail price of £4.07 for a 30g pack.
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