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

Fortifikat – What’s your liver’s real age? Information Campaign: What’s your liver’s real age?Brand: FortifikatClient: Terapia – a Sun Pharma companySubmitted by: Tempo AdvertisingMedia 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. TV Video 1 Video 2 POSM Display Windows Outdoor Image Other Advertising Communications Image 1 Image 2 Image 3 Image 4 Image 5 back to winners