Lemsip Brand Considers Original Strapline for Nostalgia Marketing

Reckitt Benckiser, who own the Lemsip brand, are now considering returning to their original strapline to boost consumer sales.

The 'Hug in a Mug' catchphrase was originally used when Lemsip first launched in the early seventies as a hot lemon flavoured drink containing paracetamol.

The brand then switched to 'All you need is Lemsip', which covers a number of additional flavour variations and tablet-form products.

Earlier this month the company trademarked the original strapline for use in advertising. A spokesman for Lemsip has said they have "no immediate plans" to revive 'Hug in a Mug', however "it is of course a part of Lemsip's historical brand equity."

A number of brands are starting the marketing trend of reviving historical slogans and ads in recent years, which analysts say targets nostalgia as consumers look to comforting branding during the economic downturn.

Lemsip has also recently launched a number of initiatives to grow their market share, such as the partnership with online film rental service LoveFilm to offer a free movie that will "lighten the burden of a cold or flu".

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