RPM Launches Beechams Breathe Clear!

We've launched the new Beechams Breathe Clear hot drink through a sensorial sampling campaign that seeks to drive sales and rival the Lemsip leadership. The activity offers consumers the chance to breathe in the menthol sensation and taste the Hot Honey & Lemon Menthol Flavour in a non-medicated sample, targeting men and women over 18 who use hot drinks to relieve the symptoms of cold.

A bespoke pop-up coffee bar-style structure with large cup tables, hydraulic moving vapour swirls and sampling areas enables consumers to taste the flavour of the Beechams Breathe Clear hot drink and experience the menthol sensation. The combination of the honey and lemon coupled with the menthol vapour is considered to be the first of its kind in what is deemed a very slow-moving category.

The campaign will run for five weeks across five high-footfall locations throughout the UK including:

• The Arndale Shopping Centre, Manchester – 11-13th November
• Glasgow Central Train Station – 15th-18th November
• Victoria Train Station, London – 22-26th November
• Meadowhill Shopping Centre, Sheffield – 30th November-4th December
• St David’s Shopping Centre, Cardiff – 8-11th December