Centrum Cardio Launch 2012

This German campaign for pharma brand Centrum fought back against negative perceptions against multivitamin dietary products to achieve higher brand awareness.

Centrum Cardio Launch 2012

Client Company Name: Pfizer Consumer Health Care GmbHBrand Name: Centrum CardioAgency: Grey ShopperCategory: Dealer/Salesforce/Internal MotivationTotal Commercial Communications Expenditure: €100,000 and overCountry: Germany

Background

The in Germany pharmacy-exclusive brand Centrum has to struggle with various difficulties in the market environment, which already start in the sell-in:

A regressive multivitamin market

Massive negative headlines to the topic multivitamins / dietary supplement

Constantly growing me-too offers beyond pharmacies

At product level:

  • For 15 years, the traditional brand Centrum (multivitamin compound) is discussed through the sales department in pharmacies....

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