TCP Liquid's gruesome taste is the focus of a £1.2m radio and poster campaign which breaks this month. Poster straplines include Tastes as foul today as it always has' and For sore throats, dilute, wince and gargle'. Pfizer Consumer Healthcare hopes to highlight the antiseptic brand's effectiveness in treating sore throats. Marketing manager Barbara Hodgson said: "The ads highlight the serious message that, although TCP does not taste great, studies show it really does work." Hodgson claimed that 25% more TCP is sold in the winter and 40% of sales are for use as a sore throat gargle. {{P&P }}