adconnection, the leading media planning and buying agency, has launched Pharmacare’s Calamari Gold in a £110k TV campaign which is the first of its kind in the UK.
Having previously launched a number of Pharmacare brands on TV with great success, @adconnectionUK identified TV as the medium of choice; with insights from audience research highlighting TV as the perfect media to build credibility and familiarity with the upmarket audience.
A focus on using high-indexing, terrestrial spots during the early stages of the campaign, such as CSI: Crime Scene Investigation and Good Morning Britain, was used to build coverage. The channel mix also reflected Calamari Gold’s competitor’s spending habits, using stations in which consumers have been educated on the benefits of Omega-3 before advertising the product with superior levels of Omega-3.
The TV campaign will focus on upmarket, female stations to reach a health conscious audience.
Stephanie May, Group Account Director at adconnection, said “In a challenging market place with high competitor spends, it was essential that adconnection created a media strategy that would give Calamari Gold first mover advantage in the crowded supplement market.
By using airtime in direct correlation to competitor activity, we will achieve cut-through by directly highlighting the benefits of Calamari Gold compared to competitor products.”
Calamari Gold introduces the next step of Omega-3, containing more Omega-3 than krill oil and fish oil combined, with benefits including improved heart, brain and eye health.
For more information please contact adconnection Group Account Director, Stephanie May.Email: stephnaie@adconnection.co.uk Phone: +44 207 401 4830