Brand Experience and Activation > Use of Promo & Activation

OPEN CAP FOR STRONG BONES

LEO BURNETT SHANGHAI, Shanghai / WYETH / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Getting children to take supplement tablets is often quite challenging.

Effectiveness

As an engaging toy and an educational tool, to highlight the benefit of strong bones, it’s proven to be a big hit with both kids and mothers.

Implementation

So we came up with a specially designed cap for ‘Caltrate Kids’ calcium supplement. When you open the cap, a limp giraffe, or a basketball player, springs to life and stands tall.

Relevancy

The action - 'Open Cap' can let the consumer directly feel that if they take the 'Caltrate Kids' they will immediately gain strong bones.

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