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Unilever readies Slimmer Body Fuller Life promotion

Unilever Canada is preparing a nine-week promotional campaign called “Slimmer Body Fuller Life” in support of its Slim-Fast Optima Plan weight loss product line. The national in-store and online campaign is being developed by The Marketing Store of Toronto. It will begin on April 17 and continue until June 18. “For the campaign we focused on consumer insight and how most women’s attitudes towards weight loss have changed,” said agency president John Hilbrich. “It is not about reaching society’s ideal weight but rather reaching a weight they are comfortable with both emotionally and physically. We took that insight and developed a campaign that would connect with Slim-Fast Optima Plan’s target audience and provide them with an incentive through the sweepstakes to achieve their goals.” The in-store component will consist of point-of-sale materials the direct consumers to a website located at <http://www.slimfast.ca> to play a video game based on the brand. Players who complete the game can enter a draw for daily prizes of gift cards from SportChek and weekly prizes of fitness equipment. The grand prize is a trip for two to Whistler, BC for an event called Chatelaine Magazine’s Happy Weight Girlfriends’ Getaway. This association with Chatelaine will also be promoted with a double-page spread in the June issue of the magazine.

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