Social media campaign tackles sore subject of Man Flu

Reckitt Benckiser (RB) has launched a social media campaign which tackles the sore subject of Man Flu, and whether it does actually exist.

The digital campaign, which aims to boost the sales of cold and flu remedy Lemsip during the sniffle season, involves two videos which incorporate the James Brown hit Man's World, and fictional couple Alexandra and Luke.

One version of the video is from Alexandra's perspective while the other is from Luke's.

Alexandra's version shows the crowd at a James Brown concert holding up signs for 'ill' boyfriend Luke that say 'Big Wimp', while Luke's version sees the crowd holding up giant photographs of Alexandra and signs saying 'Heartless'.

Refik Oner, category marketing director, health and personal care for RB UK, said: 'We are really excited about this campaign. It is fun, really creative and something completely different. The winter months are tough - they are dark and cold and most people suffer from at least one cold or flu virus. This Facebook video will make people laugh, give them an opportunity to share with friends, and reinforce the Lemsip brand messages at a time when people need reliable winter remedies!'

People will be able to personalise the videos with an individual's name in the intro of the song. People will also be able to send the video of their choice to friends, making it possible for the videos to go viral over the wintry season.