What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Prospan Cough Syrup hits the gym
Austell Laboratories has appointed washroom advertising agency, TLC for a period of six months to promote two of its products as it seeks to gain market share among nightlife patrons and gym-going, health-conscious men and women.
The pharmaceutical manufacturer's first campaign with TLC ran from January to March, promoting a slimming product called Neu- U. The fat binder inhibits the intestinal absorption of fat and ran in Planet Fitness gyms and nightlife environments.
Advertising in 15 Planet Fitness Gyms across Johannesburg and Cape Town, the second campaign began flighting in April and concludes at the end of June 2009. “Coughs and sniffles are rife this time of the year,” says TLC's MD Andrew Kramer, “which is why Prospan's communication is very relevant right now.”
“In addition, the product is targeted at active and competitive sports people, making Planet Fitness a natural fit,” he says.
Mercury Media, Zenzes and Marot & Sanders were the media and creative agencies involved in putting together the campaign.
“Both Neu-U and Prospan have been directly targeted to the markets most likely to trial, purchase and re-use these products,” says Andrew.
