Product category:
Integrated marketing
News Release from: Seven Seas
Edited by the Marketingservicestalk Editorial
Team on 04 September 2007
Seven Seas encourages consumers to twist
again
Seven Seas is renewing its drive to educate consumers about the benefits of its Joint Health brands, Cod Liver Oil and JointCare, with a new GBP4 million multimedia campaign this autumn.
The campaign, created by Principles Agency, is called 'Do the Seven Seas Twist' and breaks on the 17 September and runs through to Christmas, will include extensive TV, Radio, Press and Online presence and features everyday situations where flexibility is key Popular actress Caroline Quentin features as voice-over artist accompanied by the original 'Let's Twist Again' sound track by Chubby Checker
The ads will appear as 10- or 30-second executions around peak time shows such as Coronation Street, as well as on ITV off-peak, Sky, IDS and selected Freeview channels.
Online activity includes a microsite which features the 'Seven Seas Guide to Flexibility' - a specialist guide devised by leading fitness expert Dax Moy.
The campaign is also supported by PR activity that seeks to educate consumers on the benefits of taking a positive lifestyle approach to maintaining good joint health.
To bring the campaign to life in store, the brand has created twist themed point-of-sale, including a Twist open and closed door sign and on-shelf collateral, along with dummy boxes for key SKUs.
Special offer value packs for selected Seven Seas Pure Cod Liver Oil products will also be available offering consumers up to 33 per cent extra capsules.
Products include, One-A-Day, Cod Liver Oil Plus Miultivitamins, Cod Liver Oil Plus Evening Primrose Oil and Extra High Strength Omega-3.
Seven Seas International Marketing Manager Tim Horne said: "Latest research shows that 31 per cent of people in the UK are inflexible - reviving the Twist concept for this new campaign highlights the benefits of our products in keeping joints supple in a fun and compelling way to help attract new consumers into the category".
Seven Seas has a 26 per cent share of the Joint Health market, which is currently worth over GBP12 million.
With respect to its Cod Liver Oil brands it retains a 61 per cent share in the market, valued at GBP30 million.
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