Pharmaceutical manufacturer Cipla, a first time advertiser on Primedia Unlimited’s subsidiary XP Digital™, has tasked the media owner with advertising its calmative product, Relicalm, on 42“ high definition screens within Clicks and Dis-Chem stores nationwide.
Liza Naude, Manager, Pharmacy OTC Marketing says: “Relicalm is an over the counter (OTC) calmative that is gaining traction in the market due to its efficacy. Consumer awareness is key to building the brand.”
“By advertising brands on XP Digital™ screens, which are located behind the dispensary counters, advertisers have the opportunity of engaging with consumers before they reach the pharmacists and the tills,” says XP Digital MD JD Henderson. “That provides two separate opportunities for consumers to ask for and purchase the product after just one flighting of the ad.”
The Relicalm advertising is displayed in the form of a 10 second ad for a period of one month, targeting men and women aged primarily between the ages of 25 and 55.
“Although Relicalm is a non-prescription product, the airing of Relicalm on XP Digital™’s platforms stimulates conversations with the pharmacist and creates awareness of the brand amongst consumers who are collecting scripted medicines,” says Liza. “Advertising to consumers within key distribution channels of the product prompts the consumer to recognise and purchase it during that visit or on future visits to these stores.”