Centrum: Revolutionary launch

Centrum, a multivitamin brand, prioritised Amazon due to its vast audience size to compete with established players in the Indian market by maximising share of voice, building consideration and establishing a strong reason to buy within consumers' minds.

Campaign details

Brand: HaleonAgency: Publicis MediaRegion: APAC

Strategy

Objective

1 in every 2 Indian females are multivitamin deficient. After the pandemic, Indian consumers have had a behavioural shift towards self-care, led by dietary supplements. We launched Centrum, our global flagship brand in Multivitamins, in Aug 2022 as our commitment to make self-care more achievable, inclusive, and sustainable.

The Objective was to establish Centrum as a leader in the highly competitive multivitamin category with 400+ brands that try to tap into the need for supplements. We aimed to not only compete with the established players by...

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