The idea to exploit a huge topical opportunity that could be made wholly relevant to the Vicks brand was entirely down to the media team. It realised that the word 'congestion' had become a much-talked about one in London during the winter of 2002-3. Not just because blocked-up, congested noses are a perennial winter problem but because in February 2003 a congestion charge was being introduced to ease traffic in Central London.