C-Lium: Beautiful from within

Carla Cifra

Campaign details

Brand owner: Pascual Laboratories – Consumer HealthCare Division
Agency: OMD Philippines
Brand: C-Lium
Country: The Philippines
Channels used: Branded content, Events and experiential, Magazines - consumer, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Product and other sampling, Public relations, Sponsorship - event or property, Television
Media budget: 500k - 1 million

Executive summary

The increasing trend for proper weight management is driven by the realization that obesity often exposes one to the risk of cardiovascular diseases, stroke and diabetes; thus Filipinos are trying to lose weight to avoid these illnesses. Weight management in the Philippines is highly fragmented and dominated by oatmeal and laxatives. There is a general lack of information about fibre-based supplements and consumers do not see any compelling reason for trial. Therefore, a campaign to increase brand awareness and relevance for C-Lium needed to be created.