Lozenge brand Fisherman’s Friend is to air two new TV ads at the start of 2012. Turning a potentially negative aspect of the brand into a positive, both ads use the tagline – Talk about strong.

The TV campaign, which launches 2nd January, will be backed up by online and social activity using the same creative, as well as in-store promotions.

“These new creatives really drive home the message that Fisherman’s Friend lozenges are the strongest around. The ads poke fun at the fact that these lozenges pack a real punch,” says Martin Stimson, area business manager for the UK.