GlaxoSmithKline: Britain by Bike



Men are much more likely to suffer aches and pains in silence. So we created the AFP ‘Britain by Bike’ with Channel 5 to help Voltarol show MAMILs (Middle Aged Men in Lycra) and their dads that the aches and pains of getting older don’t have to stop either of them from embracing physical activity and adventure opportunities. Five million people tuned in, and sales grew by more than 10%.

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