The pharmaceutical company will expand product communication with a series of actions and content on several fronts
With a plan to invest R$ 100 million, Cimed will launch a new campaign for the Lavitan brand on January 8th.
The initiative is part of the company’s strategy to mature the category of vitamins in Brazil, educating the population about their benefits. Therefore, for the next year, the pharmaceutical company plans to expand communication about Lavitan, with a series of actions, both digital and offline, and content on different fronts.
We are going to expand educational initiatives to communicate with the final consumer, who still lacks information about the importance of consuming vitamins to improve immunity, quality of life and promote longevity. Our main objective for the next year is to change this reality in Brazil, explained João Adibe Marques, president of Cimed.
As part of the action, the brand announced the sponsorship of The Wall, from the program Domingo com Huck, from January to August 2023. The game combines knowledge and chance, with prizes that can exceed R$ 2 million, where pairs face each other in a quiz game about general knowledge.
For advertisers, this is reflected in brand building opportunities and customized deliveries that meet their most diverse communication challenges. Cimed’s partnership in The Wall, which is unprecedented for the sector, also reinforces the program’s reach and Globo’s capacity to deliver solutions for all segments, including the pharmaceutical industry, transmitting the brands’ messages in a creative way. and assertive for the consumer, said Valria Soska, Director of Commercialization at Globo.
The first mentions of pharmaceuticals on The Wall will be focused on the institutional Cimed brand. The presenter, Luciano Huck, opens the panel by making a presentation about the company, highlighting the yellow color that is a brand and visual identity of the pharmaceutical company and, from there, Lavitan enters the scene, debuting the new visual identity of the brand, with information about the benefits of vitamins, and stamping the non-luminous logo that is part of the game.
It is a unique opportunity for us to debut on TV Globo and, above all, in a framework that has everything to do with Cimed’s purpose of promoting health and well-being for all Brazilians, in an accessible way. These are the first step of what is to come for Lavitan next year, concludes João.
