Enerex is a developer of premium natural nutritional supplements. Although the company has high levels of awareness among those who already use natural nutritional supplements, it wanted to reach out to a broader market to educate them on why natural supplements are superior to synthetic – as well as increase awareness of the Enerex brand.
Our mandate was to create two campaigns: a series of three full-page colour ads for Alive magazine and eight small and three large black and white ads in the Vancouver Sun and Province. Our initial step was to review competitor ads in Alive magazine, most of which were cluttered with unfocused messages. We then proceeded to develop the two campaigns concurrently, creating each product ad individually, but building equity through a common theme throughout. The ads were clear and to the point, with the smaller ads featuring an interesting visual component to reinforce the message. Whether the ads were for cold remedies or sexual enhancement products, the focus was on key product benefits to differentiate Enerex from the many nutritional supplements currently on the market.
Since the goal of the campaign was to raise awareness and educate consumers, it is difficult to measure the outcome. However, Enerex has continued to enjoy sales growth and the team was very pleased with NextPhase’s ability to develop clever creative concepts for product benefits that were a challenge to communicate. In all cases, ads were approved quickly with minor, if any, revisions – a testament to our ability to listen to client’s needs and deliver clear, targeted communications.