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Abbott Laboratories’ meal replacement drink Ensure is rejuvenating its image with a new national television and print campaign from Montreal agency Tank.
The campaign aims to boost the brand’s image and increase its relevance among health conscious people by suggesting different occasions to consume the nutrition drink, said Benoit Pilon, Tank’s vice-president creative director.
“Although Ensure has been on the market for a year, we consider this a launch campaign as there never has been any real media activity surrounding the product’s introduction.”
The black and white TV spot shows a man leaving for work drinking a coloured bottle of Ensure with the voiceover, “No time for a balanced meal?” followed by the message, “Sure starts your day off right” on the side of a coloured delivery truck.
A woman is then shown walking out of a fitness club drinking a coloured bottle of Ensure with the voiceover, “Need something to keep you going?” and the message on a nearby TV monitor, “Sure helps support your workout.”
The last scene depicts a nurse taking a break with Ensure and the voiceover, “Ensure will help you meet your nutritional needs with essential nutrients like protein and 24 vitamins and minerals all in an easy drink bottle” in front of an outdoor billboard with the message, “Sure helps you get the nutrition you need.”
The word “sure” instead of “Ensure” is used in the visual messages because the product is relatively unknown and it’s easier for people to recall the word sure, explained Pilon.
The campaign continues until Nov. 23 with Tank also handling the media buy.
