Red Ark's case study on the launch of S-26 GOLD Toddler fortified with Lutein
5
WYETH LUTEIN LAUNCH CAMPAIGN Liz Rowell MANAGING DIRECTOR Red Ark Marketing Pty Ltd Level 4, 51 Chandos Street St Leonards NSW 2065 ph: 612 9437 1377 fax: 612 9437 1755 mob: 0410 637 129 email: [email protected] www.redark.com.au
Transcript of Red Ark's case study on the launch of S-26 GOLD Toddler fortified with Lutein
WYETH LUTEIN LAUNCH CAMPAIGN
Liz Rowell MANAGING DIRECTOR
Red Ark Marketing Pty Ltd
Level 4, 51 Chandos Street St Leonards NSW 2065
ph: 612 9437 1377
fax: 612 9437 1755
mob: 0410 637 129
email: [email protected]
www.redark.com.au
Lutein? What's that?
S-26 GOLD TODDLER is the number 1 infant formula in Australia. And Wyeth are determined to keep it that way with the launch of new S-26 GOLD TODDLER with Lutein, a clever antioxidant that helps protect little eyes.
We needed to educate mums on the nutritional benefits of Lutein, while understanding the emotional dimensions of caring for your toddler.
We developed a concept focused around "precious little eyes" which connected to the idea of discovering the world through your baby's eyes. It was tested in research against 5 other ideas and, frankly, won hands down in the pitch.
From this single compelling idea we have developed a multi-channel campaign along the path to purchase. We've extracted maximum bang for our client's buck and delivered it with the minimum of fuss. Does that make your eyes light up?
Wyeth Lutein TVC
The TV explained the benefits of Lutein, while capturing the closeness between mum and toddler and the delight of watching her explore colours and shapes.
Two 15' executions reinforced the benefits and showcased the ready to use product.
30 SECOND
15 SECOND
Wyeth Lutein Digital
Mums spend a lot of time online - in fact now it's a primary channel for information and interaction. We captured attention through rich media executions - but more importantly we provided them with the information they're looking for with the development of the Eye Health Centre on wyethnutrition.com.au
Wyeth Lutein POS
Wobblers, show cards, security sleeves, trade presentation kits - everything that's needed at point of purchase to highlight the product and explain the benefits.
Wyeth Lutein Experiential
At baby shows the S-26 GOLD
TODDLER team can meet and interact
with mums and babies. This stand creates
the ideal forum to showcase the packs,
get signups to the online Mums' Club,
provide information from Careline staff,
sample product and get people talking.
