CAMPAIGN INSIGHT

Reductil Weight Management Campaign

As a new entrant to the New Zealand market, Reductil needed a multi-faceted communications campaign that would rapidly create awareness with consumers and health professionals and encourage purchase and ongoing use of the product.

AMG was responsible for developing, integrating and driving the total promotional campaign for Reductil in New Zealand. This included:

• Television advertising
• Radio advertising
• Magazine advertising
• Public relations, consumer and health professionals
• Website design
• Health professional communications
• Point of Sale material for doctors and pharmacies
• Managing the ‘Weigh of Life’ support programme
• Production of a low fat cookbook

While each element of the campaign was of real importance in its own right, the most critical aspect was the manner in which the initiatives were integrated resulting in outstanding leverage.

Within two years of Reductil being launched in New Zealand, it attained market leadership.

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