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Cranberry juice is well-known for helping to maintain Urinary Tract Health - because of cranberry’s natural antioxidant and anti-adhesion properties. While not appropriate to … read morehighlight on a billboard (for obvious reasons)... it’s a useful thing to know in certain situations, like when you’re sitting on the toilet in the women’s bathrooms. This insight came from real consumers in real focus groups in Australia - ‘I’d like to know about
cranberry juice’s benefits - just not on a billboard when I’m driving down the street with my partner. Perhaps put it in public toilets”. So, that’s what we did - we created a targeted campaign for a targeted public space.
"There are two places the message of this campaign is at its most relevant - when you’re searching for solutions on the internet and when you’re sitting on the toilet. That’s why, when The Reactor came to us with the ‘Ban the Burn’ creative concept in a setting of a public toilet (where they would also be receiving the message), we knew it would be powerful. The creative effectively delivered the problem-solution message, but with a little tongue-in-cheek humor of the Ocean Spray brand to get breakthrough and be relatable" Elisa Hedley Dale, Media Words
read less...Media Agency: Media Words/Elise Hedley Dale
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