The Lemsip campaign “However you Cold, Lemsip It” positions the brand as a reliable and empathetic companion in managing cold and flu symptoms, emphasizing its versatility across a diverse range of consumer experiences. The campaign’s core proposition is that colds affect individuals differently, and Lemsip offers tailored relief for every type of cold sufferer, reinforcing the brand’s role as the UK’s trusted cold and flu solution. By showcasing various realistic cold scenarios—ranging from those who must “crack on” through illness to those who need to “cancel all plans”—the campaign highlights the breadth of Lemsip’s product portfolio and its adaptability to individual needs.
Strategically, the campaign leverages the insight that cold experiences and coping mechanisms are not uniform, especially in a post-pandemic context where personal health responses have become more varied and visible. This acknowledgment of diverse cold journeys allows for broader audience engagement across age groups (18+), fostering an emotional connection rooted in relatability and understanding. The creative approach moves away from a singular narrative to a multifaceted portrayal of illness, breaking from traditional healthcare advertising that often assumes a one-size-fits-all symptom profile. Utilizing integrated media—including 30- and 20-second TV spots and social media formats tailored for Facebook, Instagram, and YouTube—the campaign creates a seamless and pervasive presence that meets viewers in various digital and traditional contexts. This multimedia execution supports the message that Lemsip is accessible and relevant regardless of how people individually experience and manage their colds, enhancing brand relevance and emotional resonance within the competitive health market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Lemsip campaign, ‘However you Cold, Lemsip It,’ fits FORMAT#10 because it purposefully showcases a variety of user archetypes, each responding differently to the onset of a cold. Rather than following a single narrative arc or resolving a singular problem, the campaign depicts multiple relatable scenarios—‘the no choice but to crack on’ cold, ‘cancel all plans’ cold, etc.—and associates the brand with all these diverse, real-life situations. The essence is to let viewers see themselves (across ages and attitudes) in the portrayed cold sufferers. Rather than dramatization, direct demonstration, or storytelling, the creative device is to affirm broad user identification and inclusivity.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. DayQuil/NyQuil (Vicks) – Positioned as a trusted, fast-acting relief brand offering daytime and nighttime cold and flu remedies. Emphasizes symptom-specific formulations for convenient, effective multi-symptom relief, targeting busy consumers who need to maintain productivity while managing illness.
2. Beechams – Markets itself as a long-standing, reliable British brand focusing on comprehensive cold and flu care with a strong heritage. Known for its effective tablets and powders, it appeals to consumers seeking familiar, proven remedies with a comforting brand legacy.
3. Covonia – Differentiates itself through a portfolio centered on cough syrups, emphasizing strong, targeted cough relief. It highlights clinical efficacy and taste appeal, appealing to consumers prioritizing soothing and fast symptom control.
4. Sudafed – Focuses on decongestant solutions that provide powerful relief from nasal congestion and sinus pressure. It positions itself with a science-backed approach to unblock airways quickly, targeting consumers who suffer primarily from sinus-related cold symptoms.
5. Olbas – Positioned as a natural, herbal remedy brand known for its inhalants and drops providing aromatic relief. It appeals to consumers looking for traditional, plant-based remedies and holistic approaches to easing cold and flu symptoms.
Q: What is However you Cold, Lemsip It about?
A: However you Cold, Lemsip It is a 2022 integrated campaign created by Havas London for Lemsip, the UK’s leading cold and flu brand. The campaign moves away from the traditional single-sufferer narrative, instead depicting a range of relatable cold and flu experiences to reflect the diverse ways people respond to illness. With creative direction from Amy-Rose Lynch, the campaign features 30- and 20-second TV spots, as well as social media stories and YouTube bumpers, all designed to position Lemsip as a versatile and empathetic companion for cold and flu relief across a broad UK audience.
Q: What creative device does However you Cold, Lemsip It use?
A: However you Cold, Lemsip It employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device is defined by its focus on showcasing a variety of user archetypes, each responding differently to the onset of a cold. Rather than following a single narrative or dramatizing a specific scenario, the campaign presents multiple, relatable situations—such as the “crack on” cold and the “cancel all plans” cold—allowing viewers to see themselves reflected in the work and reinforcing broad user identification and inclusivity.
Q: What is the campaign proposition for However you Cold, Lemsip It?
A: The strategic proposition of However you Cold, Lemsip It is to position Lemsip as a reliable and empathetic brand that understands the varied ways individuals experience and manage cold and flu symptoms. By acknowledging that colds affect people differently, especially in a post-pandemic context, the campaign targets adults aged 18 and over with messaging that emphasizes tailored relief and emotional connection. This approach reinforces Lemsip’s role as the UK’s trusted cold and flu solution, aiming to deepen consumer engagement through relatable storytelling and a comprehensive product portfolio.
Q: How does However you Cold, Lemsip It rank in Clapboard's archive?
A: In Clapboard’s global ad archive, However you Cold, Lemsip It holds a Clapboard Campaign Score of 59/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Lemsip's category?
A: In the UK healthcare market, Lemsip competes with brands such as DayQuil/NyQuil, which is positioned as a fast-acting, symptom-specific relief option for consumers needing to stay productive; Beechams, known for its heritage and comforting cold and flu remedies; Covonia, which focuses on targeted cough relief with a portfolio centered on syrups; Sudafed, which emphasizes science-backed decongestant solutions for sinus and nasal symptoms; and Olbas, which appeals to consumers seeking natural, herbal remedies for aromatic relief. Each brand carves out a distinct space within the broader cold and flu remedies category.
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