A Bettaway to supplementation

"Manufacturers of multivitamins and minerals have to fight for attention in what has become an incredibly cluttered market," says Nikki Procter, Brand Manager, Bettaway. "Pharma Natura took the decision to lever its Bettaway brand through an aggressive TV advertising campaign that would assist in extending our market reach while building awareness for the brand as a whole."

The highly innovative campaign was developed by advertising gurus, The Jupiter Drawing Room. The resulting three 10-second commercials provide a humorous look at the different ways people try to meet the recommended daily dose of vitamins and minerals, as opposed to the easier option of supplementing their diet with Bettaway's "Mega C 1000", "Calcium Extra" and "Family's Own" products.

"Our brief was to conceptualise and create a highly inventive TV campaign both on a restricted budget and within a limited time-frame," says Jonathan Deeb, Art Director, The Jupiter Drawing Room. "It is an amazing feat that we managed to film, edit, approve and release the advertisements within one week, and successfully flight the campaign within three weeks of the client's original brief."

The Jupiter Drawing Room's concept behind the campaign was to steer clear of the stereotypical seriousness associated with multivitamin advertising. As a result, each of the three advertisements provides a light-hearted approach to vitamin supplementation, bringing much-needed freshness and humour into the category.

"Given the fact that we had only 10 seconds with which to engage the viewer, styling and still composition was of the utmost importance," says Deeb. "In order to create the greatest visual impact, we chose to push style to the limits by placing each of the ads in a separate era, specifically the 1950's, 1960's and 1970's."

In creating the Bettaway advertisements, The Jupiter Drawing Room has created a distinct style that can be used in future advertising campaigns. According to Deeb, the campaign can easily be extended to other products in the Bettaway stable and can be readily translated into print.

"The adverts are instantly recognisable and succeed in breaking through the advertising clutter on television," says Deeb. "Although the ads are slightly off-the-wall, they effectively deliver a strong product message and underpin Bettaway's superior brand positioning and reputation as a quality source of multivitamin and mineral supplements."

"This fresh, innovative advertising campaign marks a new step forward for Bettaway," says Yvette Thompson, Marketing Manager, Pharma Natura. "It effectively introduces Bettaway's new tag-line 'Betta Value - Betta Health', while also engaging the viewer on a humorous level. Above all, the campaign continues to give credibility and meaning to Pharma Natura's commitment to ongoing innovation and development, as well as to providing multivitamins and minerals that reflect the latest in nutritional science."