"Vitaforce Lifestages is a new concept in multivitamins and minerals as each scientifically formulated product is age, gender and lifestyle specific," says Nikki Procter, Brand Manager, Vitaforce. "As such, a key challenge in launching this unique product range was to acquaint the general public with a brand that is so much more than 'just another range of multivitamins'."
The Jupiter Drawing Room, provided the innovative flair and creative thinking behind the campaign. The resulting three commercials provide a tongue-in-cheek look at people currently not supplementing their diet with the Vitaforce range, while highlighting specific reasons as to why they should.
"Our underlying strategy throughout the campaign was to rise above the deluge of clichéd advertisements promoting multivitamins," says Alistair Duff, Strategic Director. "We wanted to produce commercials that contain both creative and educational elements while still engaging the viewer on a human level."
The advertisements highlight three distinct categories comprising the Vitaforce Lifestages product range - mature, adult and teen. And, while each commercial is clever and humorous, they also serve to demystify the ingredients contained in each relevant pack of multivitamins.
"Most advertisements work by providing a 28-second slug of entertainment, with only 2 seconds devoted to the brand itself," says Steve Richards, Creative Director, The Jupiter Drawing Room. "As such, there is always the danger that people talk about the advertisement instead of the brand itself. The Vitaforce Lifestages commercials, on the other hand, contain a minimum of 15 seconds of product branding. Our expectation is that while the advertisements still generate discussion, they will also add credibility to the Vitaforce brand itself."
In creating the Vitaforce Lifestages campaign, The Jupiter Drawing Room has created a distinct style that can be used in future advertising campaigns. According to Duff, the device of using a third-party voice-over commentary combined with the real-time drawing of arrows on the viewers' television screens, positions the advertisements firmly under the Vitaforce corporate umbrella.
"The campaign was also specifically designed to have a low burnout factor," says Stephanie van Niekerk, copywriter, The Jupiter Drawing Room. "Each advert is so busy visually that the viewer will discover something new each time it is flighted. As such, the campaign should have an incredibly long life span, especially if the three adverts are rotated."
"One of Pharma Natura's key brand characteristics is that of innovative product development," says Yvette Thompson, Marketing Manager, Pharma Natura. "In creating the Vitaforce Lifestages campaign, we wanted to avoid making a boring corporate statement. Instead, the commercials were created as an opportunity to generate a buzz around each of Vitaforce's new product ranges while engaging the viewer on a humorous level. Above all, the campaign continues to give credibility and meaning to Pharma Natura's commitment to ongoing innovation and development."
Magna Carta for Pharma Natura
