Unilever breaks campaign for Slim-Fast Optima
By Adnews Staff
Unilever has begun a campaign to promote a new meal replacement product called Slim-Fast Optima. The national, bilingual advertising and communications campaign got underway this week. It consists of 10-second commercials on lifestyle-oriented digital television channels, plus online banners and out-of-home advertising. Ads in lifestyle magazines will also be used later in the campaign. The ads direct consumers to several websites such as DietingSucks.ca and IBarelyHaveTimeToPeeLetAloneDiet.ca that promote the Slim-Fast Optima product line and the weight-loss plan that goes along with it. "The tone is humorous, even cheeky," said Geoff Craig, category director at Unilever. "We recognize that taking a light-hearted approach will resonate with most people, who are frustrated with the whole subject. We think we'll get a lot of attention." The effort began with a two-week unbranded teaser phase, followed by branded creative. The campaign was produced by Ogilvy & Mather of Toronto. The Web work was handled by Tribal DDB.