The campaign – which will run from July to August – is designed to raise awareness that “cold sores are a problem during the summer season as they can be triggered by UV rays damaging [the] skin”, GSK said.

There is “a perception that cold sores only happen in winter”, the manufacturer said, before referring to Nielson data which shows that sales of cold sore treatments – and therefore incidences of cold sores – do not drop in summer.

The campaign will have a “data-driven approach” supported by digital and social activity, targeting patients susceptible to cold sores “who have booked holidays and when UV rays are high”.

Zovirax antiviral cream “delivers five times more available aciclovir into the skin that some generic formulations” and is “clinically proven to help heal a cold sore” in an average of four days, GSK claimed.

“Pharmacists and pharmacy assistants have a key role to play in educating patients on how to protect their skin from UV rays with sunscreen and lip balm,” the manufacturer added.

One 2g tube of Zovirax cream retails at £6.60.

To order, contact 0800 783 8881