Pharmaceutical manufacturer Abbott Laboratories has enlisted the communication services of Primedia Unlimited’s in-store advertising portal XP Digital™. The latest campaign is to promote nutritional products Ensure and Ensure NutriVigor, currently running live in Clicks and Dis-Chem stores.
“The Ensure brand has been a trusted nutritional supplement amongst health conscious consumers for the past 40 years,” says XP Digital’s MD JD Henderson. “It therefore was a natural progression for Abbott to introduce Ensure NutriVigor, a supplement specifically formulated for men and women who want to re-build muscle and strength.”
The digital campaign which is running on 42” HD screens at all dispensing points within Clicks and Dis-Chem stores across the country, is promoting Abbott’s classic Ensure offering as well as Ensure NutriVigor.
The communication is targeting consumers in the 35-70 year age group who fall within the LSM 7-10 lifestyle groups that would benefit from Ensure’s products.
“Digital screens offer a natural focal point for consumers whilst they’re in the dispensing queue and waiting for their scripts to be filled,” says JD. “It is therefore an opportune moment to remind consumers to pick up the advertised products on their way back through the ‘golden mile’ to the tills.”
The XP Digital™ component of the campaign, which runs for a period of two months is a supplementary platform in addition to radio, print and Healthcare Professional launch meetings.