The advert will run from mid-December, along with the support of a “full digital campaign”, GSK said.

It has already received a packaging refresh in November, designed to “optimise brand identity and communicate healing in as little as three days”, the manufacturer added.

Zovirax senior brand manager James Sharman said GSK is “committed” to helping educate shoppers on the benefits of the cold sore cream.

“We have conducted extensive research into how the packaging will be perceived with shoppers, which has proven extremely successful,” Mr Sharman said. “The new packaging will be more prominent on the shelf and communicate its key messages more clearly.”

Six 2g tubes of Zovirax retail at £6.60, and six 2g pump dispensers (see picture) at £7.13. To order, contact 0800 783 8881