The multivitamins industry has more than just a few competitors. I liked I talked about it before, One-a-day is the strongest product out there that gives Centrum a run for its money. But even when they promote the same type of benefits on their products, Centrum will be promoted in to a more direct audience….the average Joe in the gym.
How has not gone through some point in life and wonder about their health, physique or even the thought of how they look? That will be everybody, but Centrum does not promote lost wait. What it does promote is health. Now when someone wants to achieved the above goals, they don’t think immediately about supplements. No, they think about going out to the park, routines, they thing about the gym!
Like George Lois said: “…to grab the viewer’s and reader’s attention via clean and evocative cause-and-effect concepts…”
Advertising by Design, Chap. 1 Pg8
And that’s what I plant to do. This is where the aim is: Ads with a hint of comedy. Now why this route? Well when one goes endless hours at the gym they don’t want to know that all that time will go to waste as soon as they hit the doors and they find a Mc Donals. There is no more greater relief that to know that all that hard work will continue add on with a healthy diet and Centrum will be there to assist with that.
Compare with One-a-Day, Centrum will try not to focus on the idea of divide gender type supplements. It will generalize with its main products, that way it will reach all potential consumers. Now, the comedy on the propose ad will alleviate the stress that we all go through when at the gym, since it is there were the ads will concentrated on. Not with the idea of replacing the main slogan, but to assist it, I have come up with a slogan to come with the ads: “Take your vitamins, seriously!” and that’s the Big Idea.
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