Full Article

Centrum and XP Digital™ promote good fats and antioxidants
XP Digital

Health brand Centrum has introduced two new supplements to its range, My Nutrients Omega 3 and My Nutrients Antioxidant. The company has tasked Primedia Unlimited’s subsidiary XP Digital™ to help spread the word.

XP Digital™ has the exclusive advertising rights to 42” HD screens located within dispensaries of the top 103 Clicks, and all Dis-Chem stores nationwide. “The purpose of this campaign which takes place during October and November, is to encourage consideration and purchase of Centrum’s two new offerings,” says XP Digital™’s MD JD Henderson.

“Through a custom made advert which suits our screens, the product’s core attributes are being advertised to consumers whilst they wait in the dispensing queues to fill their scripts or ask for assistance regarding over the counter products,” says JD.

“It’s during this dwell time that the consideration set starts taking effect. The commercial shows the product’s benefits, which include an explanation of fatty acids and how to choose a good supplement, as well as the effects that lifestyle stresses have on our immune system or what antioxidants are and why we need them.”

The communication targets men and women in the upper income sales brackets and runs for a period of two months on XP Digital™’s screens.

For more information about XP Digital™, visit www.xpdigital.co.za