GlaxoSmithKline is backing its Beechams cold and flu treatments with £6.6m this winter, its biggest spend yet.

The activity, which consists of TV and outdoor ads, puts the main emphasis on the All-in-one Liquid pocket packs and builds on the established folklore theme.

The TV ad, breaking next week, features a postman swapping weird cures for ­Beechams. The executions carry the strapline 'Any time, any place, any cold.'

Beechams Flu Plus gets TV support until February.