ICC lands GSK cold sore retail brand

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Interpublic Group's ICC will handle professional advertising for GlaxoSmithKline over-the-counter cold sore cream Abreva after winning the account this month. The AOR account represents the first business to come from GSK Consumer Healthcare since ICC earned a spot on the unit's agency roster this year.

Abreva is the only OTC cold sore remedy approved by the FDA to shorten healing time and the duration of symptoms, according to the manufacturer.

ICC will market the retail brand to pharmacists and, possibly, other healthcare professionals such as NPs and PAs. There was no incumbent AOR for expert marketing, a source at the agency told MM&M. Grey handles general advertising and promotion, and Ryan oversees in-store promotion.

ICC has experience marketing cosmetic products. Lowe sibling Deutsch managed DTC work on Novartis toenail fungus drug Lamisil, which became synonymous with animated character Digger the Dermatophyte portrayed in television ads, and ICC worked the professional side of the account. Lamisil went off-patent in 2007.

The new Abreva campaign will include journal advertising, advertorial development and website updates.

ICC said it is one of only two or three agencies chosen for GSK Consumer Healthcare's agency roster.
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