Haleon
Production of the Cetebe Long-Lasting Vitamin C TV advert

How can a vitamin C product be distinguished in a memorable way in a price-sensitive market? In the vitamin C category, consumers often perceive little difference between products. Due to the rise of cheaper brands, Cetebe’s market position had weakened, so the communication needed to clearly demonstrate why Cetebe’s long-lasting vitamin C represents premium quality as a healthcare brand.

The challenge was not merely to produce a new advert, but to create an integrated campaign that would make the product’s mechanism of action quickly understandable in both online and offline spaces. The aim was to ensure that Cetebe’s product benefits were relevant, memorable and appealing even to traditional vitamin C consumers.

Working closely with the client, Progressive developed a TV commercial based on its own creative concept, which demonstrated how Cetebe works. The visual style of the film begins in a pharmacy setting, before using spectacular animated sequences to explain the product’s inner workings.

In the advert, the depiction of the capsule and the release of vitamin C was not merely an aesthetic element: the visual demonstration helped viewers to quickly grasp the essence of the long-lasting effect. The communication thus remained product-focused, scientifically sound and accessible to consumers at the same time.

Alongside the TV commercial, the campaign also included communication materials aimed at pharmacists and press advertisements, ensuring that the brand message was consistently conveyed not only through consumer channels but also through professional ones.

The campaign helped Cetebe’s sales to exceed those of previous years and enabled the brand to regain its market-leading position. The strength of the creative concept was further demonstrated by the fact that the solution developed by Progressive was subsequently adapted for use internationally.

The project is a good example of how even a USP that is difficult to communicate does not pose a creative limitation. With the right strategic thinking and a strong creative idea, even a complex product benefit can be transformed into a simple, memorable and commercially effective campaign.