Following a two-month campaign on Primedia Unlimited’s XP Digital platforms, the Johnson and Johnson product showed a 36 per cent and 25 per cent growth in sales during April and June respectively.
‘The brand was repositioned with the payoff line “Sinutab clears your head” and its team wanted to communicate this to consumers in Dis-Chem stores,’ says XP Digital’s MD, JD Henderson. The campaign was run on the company’s high-definition 42 inch advertising screens, located at dispensing points within stores.
‘The messaging was targeted at men and women in the LSM 8-9 income groups who were waiting at dispensing points for advice from pharmacists or scripts to be filled. This is the ideal time to engage consumers and alert them to alternatives that are available,’ he adds.