How Vicks Captured London’s Cold-Season Commuters with Tube Ads

Winter Sniffles? Vicks Was Already There

As November rolled in with its predictable chill, so did the symptoms—blocked noses, scratchy throats, and that dreaded first cough. But before anyone could reach for relief, Vicks was already ahead of the game. This wasn’t just another winter ad. It was a calculated, high-impact campaign that placed Vicks Triple Action VapoDrops right in the eyeline of London’s daily commuters.

And where better to reach a shivering sea of potential customers than deep in the heart of the capital—on the London Underground?

The Power of the Platform

Vicks didn’t settle for subtle. We rolled out a campaign that boldly used Tube Car Panels and 16 Sheet Cross Track Posters—formats perfect for getting noticed and staying remembered.

These formats aren’t just popular; they’re powerful:

Tube Car Panels sit right where eyes naturally rest during a commute. Read more about them here.
16 Sheet Cross Track Posters stretch across platforms—big, bold, and in your face. Ideal for catching attention while waiting for the next train. Learn more about 16 Sheets.

Together, they formed the perfect cold-season combo: high frequency, high dwell time, and high visibility.

16 Sheet Advert for Vicks VapoDrops on the London Tube by London Underground Advertising

A Smart Cold Strategy

The goal was clear: make Vicks the first brand Londoners think of when the sniffles hit. And the Underground was the perfect battleground. After all, where else are people more in tune with their own physical state than when they're squeezed between strangers during rush hour?

With our help, Vicks reached key zones (hello Bank, Oxford Circus, and Liverpool Street), flooding carriages and platforms with messaging that connected instantly with the commuter mindset.

From Idea to Execution: Our Role

We didn’t just book spaces. We built a smart, seasonal strategy around the audience:

Media Planning: We selected high-footfall stations across zones 1 and 2. Explore more Underground stations here.
Creative Consultation: Collaborated with the brand to ensure the messaging was sharp and visual impact was top-tier.
Compliance & Production: From artwork checks to TfL coordination—we ran the show, end to end.

Tube Car Panel Advert for Vicks VapoDrops on the London Tube by London Underground Advertising

Results That Spoke Louder Than a Sneeze

The campaign hit all the right notes:

Over 2 million impressions in just a few weeks
High brand recall among commuters
Strong visibility during cold-season peak travel times
Real-world mentions from summit attendees and passersby

More importantly? It worked exactly as Vicks hoped. The brand stayed top of mind, right when Londoners needed it most.

Thinking of Advertising Underground?

Whether you're launching a seasonal product, promoting an event, or just want serious reach in the UK's busiest city, the London Underground delivers—every time. And if you want to make your next campaign as impactful as Vicks’, we’re ready when you are. Let’s Talk