Fisherman’s Friend is launching its biggest-ever TV push in the new year as it targets the winter cold and cough season.

Two 20-second ads break on 2 January, focusing on the idea that the lozenges are strong enough to stop a consumer in their tracks. The Talk About Strong push will also run in digital and social media channels and include sampling and promotional packaging.

“The ads really drive home the message that Fisherman’s Friend lozenges are the strongest,” said UK area business manager Martin Stimson.