Reckitt champions man-flu

By By Wenlei Ma | 26 July 2012

Wading into the debate of whether man-flu actually exists, Lemsip and Stepsils have launched a digital campaign to cater to sniffling men with their own personalised pamperer.

The two brands, both owned by Reckitt Benckiser, have combined to roll out a joint campaign to leverage the myth of man-flu. Maybe you're convinced man-flu is just an excuse for the XY chromosome-d to demand to be fawned over like a dauphin of France, but this campaign taps into exactly what men want – to be the centre of attention.

Created by Holler Sydney, it features Flo the Online Pamperer, an amiable grey-haired granny-type who mines your Facebook profile to personalise an experience designed specifically for each 'sufferer' of the dreaded illness.

It has elements of interactive video, SMS text, tailored music clips and a trip down the memory lane of your life (well, the parts FB knows about).

Holler Sydney chief executive Mike Holler said: “When guys get sick, we tend to be demanding and want constant attention. While we battle a level of sickness others couldn't possibly comprehend, our partners tend to suffer in the fallout. Flo's here to unburden women, and pander to afflicted men.”

Check out the campaign and also answer this: Is man-flu real?

Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus