"Choose responsibly. Choose the best you can give. Choose for their Future."
"Choose feeling great. Choose caring for yourself. Choose Glass."
"Choose to exercise. Choose to push yourself. Choose a fitter, healthier you."
These are just some of the inspiring headlines that appear in the latest human.kind print campaign for longstanding client Consol Glass. The consumer campaign is being rolled-out nationwide and uses nine target publications to ensure maximum coverage and reach. Targeted titles include among others, Baba and Kleuter, Your baby, Shape, Women's Health, Living and Loving, and Your Family.
Managing director of human.kind, Deon Kruger, says, "Building on the last creative executed in the print media, the new campaign rationale again seeks to inspire audiences to make educated, conscious, rational choices that support their good health; and in some cases that of their baby, children and broader family." Striking imagery and layouts that mimic that of the publication in which it appears have been used to draw in the reader. The communication is tailored to the specific audience being reached by the magazine and in each case there are five overarching messages, plus a tip about glass and a "Did you know?"
Each advertorial is opened with the fact that "90% of people say that glass is the healthiest form of packaging.* But health is only one of a number of reasons to choose glass." The copy then unpacks details under the headings: health; taste; recyclability; reusability; and class. By the time the reader has poured over the copy it will be clear that with so many things to consider when choosing packaging, they can relax in the knowledge that the glass packaging they choose will not only help keep them and their family healthy, but will also keep their food and drinks tasting delicious.
Kruger concludes, "It's all about choice in our cool new consumer creative! Keep a look out for these striking new double page spreads and join us in raising a glass to health!"
For further information on advertising campaigns that deliver results, please contact Deon Kruger, managing director, on 011 447 1211 or visit: www.humankindadvertising.co.za
human.kind is a unique agency of talented creatures who revel in providing creatively driven solutions to clients. It has a vested interest in social and environmental health because its aim is to exist in a state of harmony with the world beyond its office walls. When it comes to communication, human.kind prides itself on its skilful advertising, strategic insight and solid brand development.
April 2011 Omnibus survey of 1 000 consumers in the continental U.S.