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Benylin denies ad condones 'sickies'.(Brief article)

Campaign

| January 09, 2009 | COPYRIGHT 2009 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

The manufacturer of Benylin is fighting back after widespread press and TV coverage claimed its new ad encouraged workers to pull 'sickies'.

The ad, created by JWT, shows an ill worker lying in bed, and ends with the strapline: 'Take a Benylin day.'

A Daily Mail article quoted employers' organisations which claimed the ad could encourage absenteeism by workers with only minor complaints. It was followed up by other papers and bulletins, including ITV's News at Ten.

A statement from McNeil Products, which manufactures Benylin, said: 'The campaign is based on valid medical opinion, and the principle of staying at home to recover from sickness is strongly supported by UK bosses.'

It quoted ...

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