Say had previously launched Ester-C, a branded form of vitamin C, to the UK public and promoted it to vitamin manufacturers to ensure they included Ester-C in their product formulations.
The Challenge:
Following launch, Say was briefed to create annual impactful media campaigns to educate the public on the superior benefits of Ester-C and to give new trade partners a big story to leverage.
Solution
The second year’s campaign, fronted by cold expert Prof Ron Eccles, centred around the launch of new data on Ester-C’s effectiveness in staving off colds. The campaign generated a ripple effect of spin-off activities by retailers.
