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Mentholatum is targeting sports participants with a new winter advertising campaign highlighting when to use hot and cold products. The print ad, which will run in sports magazines, features a sports background and the captions €Before Exercise. Deep Heat It€ above a picture of Deep Heat Heat Rub and €After Injury. Deep Freeze It€ above a picture of Deep Freeze Pain Relief Cold Spray. It also features the tagline €The UK's number one selling heat rub and cold spray€.

Jillian Watt, director of marketing/NPD for Mentholatum, commented: €We know there is still a need for education on how and when to use heat and cold products. Pharmacy staff can play a vital role explaining that injuries such as sprains and strains should be kept cool for up to 72 hours to help minimise injury.€