BWM unveils new positioning for Sanitarium’s female-focused Up&Go Vive
Sanitarium has unveiled BWM’s new TV campaign for Up&Go Vive.
The new ad launches the brand’s new ‘the liquid breakfast for women on the go’ positioning through focusing on the a woman faces in the morning.
Rob Belgiovane, BWM chief creative officer, said: “To create this new positioning we began to explore all the reasons why mornings are so hectic for most women.We’ve brought these scenarios to life, to show how Up&Go Vive is committed to understanding what women’s mornings are really like and provide an option to allow them to still feel healthy even when its hard to take the time to be eat right.”
Daniel Derrick, general manager marketing of Sanitarium said: “After developing the new-taste Up&Go Vive product we saw an opportunity to build a more engaging story geared at women.”
A supporting outdoor campaign will be launched in the next few weeks.
Credits:
- Head of Planning: Jamie Mackay
- Planning Director: Moensie Rossier
- Business Director: Richard O’Rourke
- Senior Account Manager: Gemma Burcher
- Chief Creative Officer: Rob Belgiovane
- Creative team: Jen Barnett & Matt Smith
- Director: Jess Bluck
- Executive Producer: Jo De Fina
- Editor: Cushla Dillon
- Head Of On Screen: Abby Hunt
- Production Company: The Otto Empire
- Post Production Company: Perceptual Engineering
Linkedin