Cetebe vitamin C, vitamin D and zinc launch campaign – GlaxoSmithKline
Returning to the market leader position
Cetebe has lost its leading position and has been second in the Hungarian vitamin C market for years. Our task was to create a campaign that would not only introduce a new product containing vitamin D, but also provide a boost for the whole brand to get closer to the market leader position.
The spot is out of line among the commonly seen „stock pharma” TVCs with its dramatic, monumental scenes and popular science series tone of voice. The other elements of the campaign also represented a similar tone, so the digital and POS tools as well as the PR campaign effectively raised attention to our body's vitamin D needs in winter.
Cetebe has regained the leading position in the vitamin C market. The campaign became a regional best practice, and the film was adapted to other countries in the region.