Haleon
Creation of the Cetebe Sunny launch campaign and TV advert

Progressive’s task was to build on the existing Cetebe visual identity whilst ensuring that the new ingredient, vitamin D, was presented clearly and memorably in the advert. The communication had to connect with the brand’s previous image whilst delivering a fresh message for the product.

The challenge was to present the combination of vitamin C and vitamin D not merely as functional product information, but to shape it into a spectacular, easily understandable and visually memorable story. The winter season provided a particularly important context for the advert, as this is when the body receives less natural vitamin D, whilst supporting the immune system takes on a key role.

The concept was based on Cetebe’s existing visual identity, but we developed it further to reflect the new product benefits. In the advert, we depicted Cetebe’s ingredients as small planets in a galaxy, which together form the vitamin and its complex effects.

This visual metaphor made the message both striking and easy to grasp: the various ingredients do not act on their own, but complement one another to support the immune system. Vitamin C supplemented with vitamin D thus appeared not simply as a new ingredient, but as an important part of the protection provided by Cetebe.

At the heart of the story was the realisation that our bodies receive less natural vitamin D during the winter months. The creative solution in the advert responded to this: we presented the world of Cetebe as a spectacular, cosmic system, where every element plays a role in building more complete protection.

Progressive created a Cetebe advert that both retained the brand’s existing visual identity and clearly communicated the benefits of the new product development. The message about vitamin C enriched with vitamin D was presented in a spectacular, easily understandable and memorable way through the galaxy metaphor.

The advert successfully linked the consumer problem of the winter season – the decline in natural vitamin D levels – with Cetebe’s role in supporting the immune system. Thus, the campaign not only served as product communication but also reinforced the brand’s position as an expert, reliable and modern player in the vitamin market.