Challenge: Make mothers continue to take calcium after giving birth
Insight: Women will appreciate the benefits of calcium if tangible benefits are seen.
Strategy: Show that low bone mass can make one lose inches in height.
Results: Sales of Caltrate Plus grew by 27%. The brand also gained 4 points in market share.
BTL: Acquisition Caltrate Bone Screening
A test to evaluate the density of the wrist bone
Task: To create awareness on the importance of taking a calcium supplement.
Action: Bone screening tests are conducted to help consumers know their bone health.
Results: Helped boost brand sales. One of the reasons why Caltrate sales grew by 25% in year 2007.