Benylin ad rouses ire of business association

by Dan Leahul, Brand Republic 06-Jan-09, 15:30

LONDON - An ad for cold remedy Benylin that encourages calling in sick to work or taking "a Benylin day" when feeling ill has resulted in a formal complaint to the Advertising Standards Authority by the Federation of Small Businesses.

The Benylin Cold and Flu Capsules television spot advises sick workers to take a day off while a website forming part of the wider campaign offers tips on calling in sick.

Stephen Alambritis, a spokesperson for the FSB, said the ad makes light of the seriousness of not turning up to work, claiming that work absences costs the UK economy £13bn every year.

Alambritis said: "If people have real flu then of course they should take the day off, but if it is just a cold then they should not."

The advert shows a woman waking up in the morning feeling sick and struggling to get out of bed. A voiceover asks: "What if today you just worked at feeling better? Benylin can handle your cold and flu symptoms. The rest is up to you. Take a Benylin day."

The woman is then shown happily reading a book in bed.

The Benylin website also offers tips on calling in sick to work, with different scripts for formal, friendly and casual bosses. The website also offers DVD reviews, TV timetables, games and homemade remedies.

The FSB said employees need to be especially diligent in the face of the recession and "hit the ground running in the new year to grab whatever business there is out there".

A statement from Benylin's parent company McNeil Healthcare, said: "Benylin's consumer research suggested that people actually felt that the best way to overcome a cold was to stay home and rest.

"This view was endorsed by healthcare professionals, who also recognised that by dragging yourself to work you not only compromise your productivity and prolong the duration of your cold/flu, but also risk infecting your colleagues."