WHITEHALL-ROBINS BEGINS CALTRATE CAMPAIGN
By Adnews Staff
Anderson DDB Health & Lifestyle of Toronto has created a new television campaign for Whitehall-Robins' calcium supplement Caltrate. The campaign, called "Bones on the Brain," is aimed at women over the age of 40 who use calcium supplements as well as women aged 25-39 who currently use or should take calcium. One 30-second and two 15-second English-language commercials, as well as a 30-second and a 15-second French ad, depict a woman contemplating a doctor's advice to add more calcium to her diet as she walks home. Parts of various buildings transform into bones as she passes them. The tagline is, "It's never too early or too late for Caltrate." The campaign is running nationally on specialty and conventional stations.
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