Zovirax will counter misconceptions that cold sores are solely a problem in winter with a consumer campaign running from July to August.

The incidence of cold sores is as high in the summer season as they can be triggered by sun, says the brand. Up to 80 per cent of the adult population carry the HSV-1 virus, and approximately one in three will have recurrent cold sores.¹

The campaign will target cold sore sufferers who have booked holidays and will be supported with digital and social activity when UV levels are particularly high.

There is opportunity for growth in the category to help educate people to use medicated solutions to treat their cold sore, says Zovirax.

Reference 1. Nielsen sales data – total coverage, to w/e 14.05.18

GSK 0800 783 8881; zovirax.co.uk