Ranaz Corp. has picked Publicis Canada to handle the advertising and marketing strategy for its nutritional supplement ProtiLife.
A “multi-million dollar” campaign for the high protein supplement, intended to be part of a healthy weight loss and fitness plan, will run from April to June, says Daniel Sawaya, Toronto-based chief strategy officer for Ranaz and a ProtiLife board director.
Another multi-million campaign for the new brand will run from September to November.
Publicis Montreal will oversee the branding strategy, the launch campaign and all communications for the new brand, which will be carried by Canadian pharmacies starting in April.
A few unnamed agencies were in the running for the account, but Sawaya says Publicis was chosen because it was best in strategic thinking. “They do deal with great brands and are global in scope.”
ProtiLife, an over-the-counter supplement, is aimed at women who want to lose between two and 15 pounds.
Bianca Barbucci, vice-president and managing director of Publicis Montreal, says the launch strategy will use a complete marketing mix—from brand awareness to one-to-one communications. “It’s all about a healthy lifestyle,” she says, adding the ProtiLife products are nothing like the “taste like chalk” milkshakes normally seen in this category.
St. Eustache, Quebec-based Ranaz has been successful for several years in the French market under its Protidiet line, Barbucci says.
