We’ve spent 10 years working with Zirtek – the leading over-the-counter antihistamine – and have supported its brand in many ways in that time. Through-the-line campaigns have included television and national press advertising, strategic outdoor, point-of-sale development, packaging design and PR. Activities that have proven to be highly effective while at all times ensuring that they meet the necessary requirements of governing bodies. Our latest round of activity includes a few firsts as we introduce social to Zirtek and make it the first antihistamine brand to actively promote itself across a number of platforms, including Facebook and Twitter. Our experience has enabled us to implement an ongoing social campaign that brings Zirtek closer to consumers in the UK and Ireland. The results so far are not to be sniffed at.