Dreifive conceives launch of Supradyn pro energy-complex in Switzerland
Dreifive developed a concept for the relaunch of Supradyn pro energy-complex for Switzerland. Together with Mediacom, the campaign was implemented at the end of April.
With Supradyn pro energy-complex, Dreifive is managing another product from Bayer Switzerland and developing a strategy for its promotion. The aim of the campaign is not only to address the new target groups but also to transfer the existing target group to the new product and ultimately to generate active demand at the POS.
After more than 60 years, Bayer Switzerland has taken Supradyn energy off the market and at the same time launched a new product with a new formulation: the dietary supplement Supradyn pro energy-complex. In addition to the name, the packaging and communication are also changing. For this launch, Dreifive worked with Mediacom to develop a communications and media strategy tailored to the various target groups. In addition to addressing the existing target groups, the focus is now also on younger women and men who lead an active lifestyle.
The strategy focused on addressing the target group appropriately. This was achieved on the one hand by selecting the appropriate channels and formats, and on the other hand by communicating at eye level. The strict advertising guidelines presented a particular challenge. To comply with these, Dreifive used carefully selected and positive wording.
From the end of April to the end of June 2021, Mediacom will roll out the advertising media developed by Dreifive on the defined channels, choosing a digital mix between Facebook, Instagram, programmatic advertising and advertorials. As a complementary measure, offline postcards will be used to send a personal message to loved ones and to invite them to the competition - there is a wellness weekend to win - can make attentive.
Responsible at Bayer (Switzerland) AG: Daniel Grob (Brand Manager - Supradyn), Oliver Kuhn (Digital Marketing and Media Manager), Alexandra Furio (Intern Marketing). Responsible at Dreifive: Jolanda Kessler (Head of Digital Marketing Consulting), Sandra Lanfranchi (Junior Digital Marketing Consultant), Simon Böhm (Digital Designer), Bibiana Schwarz (Junior Digital Designer). Responsible at Mediacom: Christian Cyruchin (Programmatic Service Consultant), Clara Santos (Programmatic Service Consultant), Jenny Ruppen (Head of Insights), Karolina Lysiak (Junior Social Media Specialist), Henriett Horvath (Senior Digital Specialist)
