The concept of "Dr Smoresworth" pokes fun at the ludicrous claims made by the majority of diet products and positions Zymalean by saying "the alternatives are sounding more ridiculous everyday".
Net#work believes that consumers crave honesty: "In order to gain a modicum of credibility (something that is severely lacking within this category) we believed being honest with consumers will build a level of trust with them that would encourage trial and ultimately convert them to becoming repeat purchasers due to results," comments the agency's Talia Backos.
"We understood that if we wanted to make any real impact that translated into sales we had to break the existing mould. More importantly we wanted to create a mind-shift that currently exists in this market. Diet products are traditionally seen as the "quick fix, low effort and minimum input" solution to weight loss. Although we'd all like to believe the myth that a simple tablet will shed those kilo's for you - with little or no effort on your part - deep down most consumers know that this is not possible."
Commenting for Kenza Health, the distributors for Zymalean in SA, Ana-Paula Arouca said: "We want consumers to view Zymalean as the long term weight loss management program, and entrench a "stick with it" philosophy, rather than the traditional "quick fix" angle".
Zymalean is the only natural supplement that has been scientifically researched, according to the press release. As a follow-up, a radio campaign was strategically flighted over the beginning of the New Year to capitalise on new year's resolution making time. The new Zymalean "Dr Smoresworth" campaign airs at the end of the month on Jacaranda 94.2, Highveld 94.7, KFM and East Cost Radio.
