Blackmores: get more from your multi
Ogilvy Sydney has launched the latest installment of the ‘Today’s the day’ campaign for Blackmores.
http://youtu.be/r9V_saIWsLw
The ad will run on both pay and free to air TV, and will be supported by online activity on NineMSN, YouTube and www.blackmores.com.au.
A) Tomato is a fruit.
B) Multivitamins are the some of the biggest con jobs in the world. Only about 5% of people in developed nations have any need whatsoever for vitamin supplements, yet close to 50% of people take them.
@Shane
A) It doesn’t matter what Tomato is. It matters what people think Tomato is. And most wouldn’t identify it as a fruit, so while calling it a vegetable is stupid on one hand it’s actually intelligent communication. Take your audience as you find them.
B) this is not a health/nutrition blog/site. Would you care to comment on the advertising?
@Bob
The first thing I thought was ‘Tomato isn’t a vegetable.’ Sorry, but it’s true. And I doubt I’m the only one. Despite what you claim, I think most people learn early in life that tomatos are fruit. It’s one of those ‘quirky facts’ that most kids learn.
My approach to advertising in a cluttered market (like vitamins) is simple… if you watch the ad and the brand name isn’t slammed into your skull, the creative team have failed. Swisse are the only supplement company to have been successful in this regard, and that has come through consistency and TVC talent. This fails.
@Shane
I can’t believe I’m weighing into this, but I also think the tomato thing is trivial… The “tomato” line refers to many hoping that tomatoes (tomato sauce) counts as a vegetable… The idea itself is clearly absurd, so it’s fine that it’s “wrong”.
(On another note: I don’t take supplements, but I really can’t deal with Sonja Kruger and her B Grade friends Telling me about Swisse any more… It’s CONSTANT and I’d rather hear from a health expert than random pretty tv hosts)
@bob perception is reality, whether eating processed fatty, sugary food and consuming a highly processed tablet is one of the same or different, it’s about addressing a need.
Unfortunately people identify with these situations and like many products, pop a pill to compensate for poor lifestyle choices.
@shane its not only cluttered but worth $Billions so how do you differentiate yourself?
You make touchy feely ads that stir the guilt and provide a solution.
Mission accomplished.
The comments on this site do not give workers in the advertising industry a good name.