Healthcare giant GlaxoSmithKline (GSK) has unveiled a multi-million pound marketing campaign to boost its product portfolio and beat the economic downturn. The company said its strategy would deliver "exceptional growth opportunity".

Senior executives unveiled the plans at GSK's annual LIVE+ trade event, which took place last week (February 2). GSK did not reveal to C+D exactly how much it was spending on the campaign, but did say that it was a "significant spend".  

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Key brands including Sensodyne, Aquafresh, Macleans and Corsodyl are set to benefit with GSK promising "a raft of innovation" as well as a multi-million pound support package for these ranges. Peter Harding, general manager of the consumer healthcare side of the business, said that far from retreating from the economic downturn, GSK was seizing the opportunities for growth that a disruptive economic cycle brings.

"While the country is in a time of unprecedented economic uncertainty, it is also a time of economic and commercial opportunity," Mr Harding said. He added that those who stepped forward and realised the opportunities the situation presented were "the ones who are going to win".

Jon Workman, vice-president of sales, said 2012 was an opportunity to "answer the British consumer's growing demand for products" related to preventative health and lifestyle improvements. "We are perfectly placed to meet shopper and customer needs now and in the future," he said. "I am confident that our plans will deliver exceptional growth opportunities."

The products the new marketing campaign will be pushing include:

·         GSK's Piri anti-allergy range, including a pharmacy-specific campaign against chicken pox

·         Lucozade Revive

·         Ribena Plus

·         Sensodyne, Aquafresh, Macleans and Corsodyl.