An Advertising campaign for Lipovitan

• Main Authors: Largoza, Fedelino, Martin, Richard, Orendain, Christian Patrick, Sioco, Christopher
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16926
• Institution: De La Salle University

J. Walter Thompson is currently providing advertising services to nearly 40 clients engaged in the manufacturing and marketing of products ranging from food and beverage items to various consumer goods. Among these clients, the group decided to choose Taisho Pharmaceuticals Philippines Inc., makers of Lipovitan, primarily because the firm is not as visible and known to most people and that Lipovitan is a product which has not yet gained as much attention as other consumer goods. As such, the group took into consideration the opportunity of making the product more noticeable through advertising efforts. Lipovitan has been in the Philippine market for 20 years now. It is known to be an imported product but not until recently when its manufacturer, Taisho Pharmaceutical decided to establish a Philippine company, thereby paving the way for local manufacturing. Through the years it has succeeded in making people aware that Lipovitan is an energy drink capable of fighting fatigue and tiredness brought about by sports-related or other strenuous activities. However, consumers do not fully appreciate and understand the benefits that Lipovitan can provide. Hence, such situation paved the way for the development of the advertising objective which focuses on making at least 70% of the target market aware that Lipovitan is the energy drink that can provide long-lasting energy that allows maximum performance during any physically and mentally-demanding day. Taking into consideration the advertising objective, the group developed a big idea for its creative strategy, which centered on equating Lipovitan with a typical engine fuel, hoping to create the effect that Lipovitan is the essential ingredient that provides long-lasting energy needed to maximize physical and mental output. A Television commercial, a radio ad, and a print ad were developed in order to generate the awareness desired. As for media strategy, the group found it necessary to adopt a Blitzkrieg approach in the launching the advertising campaign. This approach involved heavy placements in TV, radio, and print media, specifically during the first month of the campaign. Appropriate TV stations and programs, radio stations and national broadsheets were chosen to serve as media vehicles. The group established a total overall budget of P 12,000,000 to cover all costs-media placements, production costs, and evaluation costs, throughout the 4-month campaign period (September to December 1993). Finally, evaluation or monitoring efforts will be undertaken in order to determine the effectivity of the campaign. The group established a total