Fortifikat - What’s your liver’s real age?

Information

Campaign: What’s your liver’s real age?
Brand: Fortifikat
Client: Terapia – a Sun Pharma company
Submitted by: Tempo Advertising
Media Agency: Media Investment

Background/Objectives

Strategy

Results

Background/objectives: Fortifikat, a new premium brand of liver supplements, enters a crowded category dominated by Essentiale, whose MS it would have to challenge.

Strategy: Targeting busy professionals, the launch campaign started with the insight that liver symptoms (tiredness) are not easily noticed, and dramatized a powerful big idea: a sick liver ages faster than you, so treat it well. Media strategy aimed at driving brand salience and activating sales with TV and retail as main touchpoints.

Results: Fortifikat surpassed value and volume objectives by 40%, causing a substantial decline in leader’s MS.