ROLAIDS GETS NEW POSITIONING
By Adnews Staff
U.S.-based Warner-Lambert Company is doing an overhaul of its Rolaids antacid advertising and packaging. A TV campaign which started this week in the U.S. uses new-age imagery. It features placid scenes of a couple walking along the beach under a bright blue sky and fluffy white clouds as gentle music plays in the background. The announcer describes the new Rolaids formula of calcium and magnesium, which replaces calcium carbonate as the active ingredient. The spot was created by the S.U.N. Health Core unit of the WPP Group of New York. In Canada, Warner-Lambert ran a similar TV spot earlier this summer, created by J. Walter Thompson of Toronto. In the U.S., Warner-Lambert is also promoting Rolaids with its travelling exhibit called Rolaids Relief Zone. The idea is that people can arrive stressed out, walk through the Relief Zone to enjoy "a variety of calming environments", and be relaxed when they head for home.