Viactiv's 2004 Calendar Planning

Campaign: "2004 Calendar Planning"Client: Viactiv (Johnson & Johnson)Agency: ZipatoniChallengeIn 1999, Viactiv Soft Calcium Chews was the fourth entrant into a crowded supplement category. However, being the first soft, portable chew allowed the brand to carve out a unique niche. But by 2004, private-label calcium chews began to emerge and took the lead in the competitive landscape. Viactiv was looking to combat gains made by the store brands and take share away from non-chew national brands. The brand needed ways to promote trial and repeat purchase among a target that did not believe Viactiv provided the same level of calcium as competitive brands.Insight When women in the target group discover a unique brand that works well for them, they want to share their discovery with other women and become "word of mouth" communicators. Strategy Zipatoni and Viactiv built a calendar plan around a strategic approach and a brand promise of "getting Viactiv Soft Calcium Chews into women's conversations." The plan was to let other women share the news about the brand's taste, portability and form while Viactiv educated consumers about its effectiveness.ActivationA nationally distributed FSI placed in conjunction with the launch of a 10-count "To Go" pack centered on a "buy one, share one" offer to persuade the target to share Viactiv with friends. Dynamic P-O-P displays promoted the "To Go" pack" in stores. A free sample "flavors" co-pack with an accompanying display promoted trial of the entire Viactiv flavor line.A co-pack with J&J sister brand Splenda helped reinforce the healthy lifestyle message.Results The program resonated with consumers and resulted in increased brand recognition among the target, with awareness increasing to 56% and consumer penetration climbing from 3.0 to 4.1.

Viactiv's 2004 Calendar Planning

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