Challenge:
Karicare Toddler ran a TVC campaign to drive awareness, saliency and consideration for purchase. Spark Up was briefed to develop an instore campaign to recall the TVC, reinforcing the 16 vitamins and minerals, goodness of NZ milk, Nutricia’s 100 years of expertise and creating a gentle engagement for the shopper to recall Karicare at the point of purchase.
Solution:
A CTA “Make the Gentle Choice” was developed and executed across a range of POS from the TVC assets. Dump bin displays, counter displays, at shelf solutions were created. Instore and Digital campaigns for Woolworths, Terry White Chemmart and Cincotta Pharmacy were also developed.
Result:
The Karicare Gentle Choice POS campaign was deemed a success and met the campaign objectives of driving awareness and saliency. The POS pieces were eye catching and impressive on display in store. The online store banners drove shoppers to purchase whilst supporting the TVC Gentle Feels Good messaging.
