Aspen gets the most out of its Minis in new Vita-Minis campaign via Mammal, Sydney
Aspen Australia has launched a new campaign for their Vita-Minis range of children’s vitamins and supplements. The campaign was created by Mammal, a Sydney based creative and production company.
Research showed that while parents want to provide their kids with the right daily nutrition, they simply want their kids to get the most out of being kids. So the campaign deliberately avoids any overpromise about turning kids into superheroes or geniuses.
WATCH THE SPOT
Shot over an incredibly wet weekend in March, the campaign will eventually feature around nine different TV, cinema and online executions.
Says Ashley Gomes, brand marketing manager, Aspen Australia: “We wanted a strategic campaign which would help us take the high ground in a cluttered category – and be flexible enough to accommodate new products down the track. Mammal delivered on both counts.”
Client: Aspen Pharmacare
Brand Marketing Manager: Ashley Gomes
Agency/Production Company: Mammal
Account Director: Adrian Leppard
Creative Director/Writer: Andy Firth
Art Director: Gary Cunliffe
Director: Damon Cameron
Producer: Kristina Foster
Production: In-house
Post-Production: In-house
Music: Small Planet Music
Grade: Definition Film
1 Comment
I’m a Mammal fan – nice one Andy and Gary.
But am I alone in finding this entire product category offensive? I loathe the shot of the child lining up for her medicine like one of the characters from One Flew Over the Cuckoo’s Nest.
The way to decent childhood nutrition is not via vitamin pills. And I don’t believe it should be promoted as such.