Omega Pharma readies £3m diet aid marketing push

 XLS-Medical :Omega Pharma launches diet aid in the UK
XLS-Medical :Omega Pharma launches diet aid in the UK

Omega Pharma UK, the global over-the-counter healthcare company, is expanding its range with the launch of a diet pill backed by a £3m marketing campaign.

XLS-Medical is a naturally derived tablet that its makers claim helps people lose up to three times more weight than dieting alone.

According to Omega Pharma, the product works by binding undigested fat, helping dieters to lose three pounds for every one pound they lose on their own.

The company has briefed Total Media to handle the campaign, which will include a fully integrated media promotion comprising TV, digital display advertising, outdoor, PPC and SEO, as well as social media.

A TV ad campaign by creative agency VCCP Health kicks off across the UK on 16 September, during the new third series of ITV's 'Downton Abbey'.

This will be supported by a digital display campaign, as part of which Total Media has negotiated a lunchtime takeover deal with Mail Online's TV and showbiz web pages.

Social media channels, including Twitter and YouTube, will be used to further engage customers and provide customer support. The national media campaign will run until November.

Nicole Ehlen, XLS-Medical marketing manager at Omega Pharma, said: "We're proud of our clinically proven weight-loss aid and in taking it to market."

Other brands owned by Omega Pharma UK include Jungle Formula, TCP, Buttercup and Prevalin. 

In January 2010, Omega Pharma, appointed VCCP to handle its advertising account.


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer