The health supplement is aimed at busy executives who tend to neglect their dietary health or common stomach ailments. The integrated campaign’s TV spot brings to life the inconvenience of constipation.
Cornelius Pacia, MD of Publicis Indonesia, the agency behind the campaign, said: “While there were early gains in terms of market share and penetration through a launch effort built around advertorials, we needed to move communications to a TV platform to highlight a fact of life - constipation - more clearly.
Our competition had not done so so we needed to create more impetus and differentiate the brand - to trigger a more sustained level of trial among consumers.”
The 30-second spot features a group of executives huddled in a meeting. As the female lead shifts about in her seat, the chair she sits on starts creaking incessantly, much to the annoyance of her colleagues.
The female lead, however, thinks the creaking is from her stomach and she rubs her belly and frowns. Her digestion problems are finally resolved when she drinks ProDigest.
“We needed to educate without sounding technical or dull. The core insight was that the distraction caused by digestive problems is embarrassing and socially awkward,” added Pacia.
The campaign is supported by press and point-of-sales work, but currently faces censure from the country’s Food and Drug Administration for its health claims.
Publicis Indonesia is reworking the end claim of the advertising for the Nestlé product.
The food and beverage giant is under further scrutiny from Greenpeace, which is campaigning against big palm oil users in the country including Unilever, Procter & Gamble and Kraft to stop rainforest destruction.
