Polase: Programmatic Summer

Polase, Italy's category leader of saline nutritional supplements, used a data- and programmatic-led strategy to optimise brand visibility, relevance and profitability.

Campaign details

Brand: PolaseBrand owner: PfizerLead agency: Wavemaker ItalyCountry: ItalyIndustries: Non-prescription, OTC productsMedia channels: Online display, Programmatic displayBudget: No budget

Executive summary

Polase is the historical leader in the saline nutritional supplement category, a market strongly influenced by weather conditions. In fact, 70% of sales are concentrated during the summer and reactivity to the temperature is around 90%.

In Italy, it's really hard to predict how hot the summer is going to be. Every year is different – the weather can change every week and, above all,...

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