Supplier News Breaks Archives
Ad campaign upcoming for PediaCare
November 30th, 2010
PORTLAND, Maine – VIA Group has partnered with Prestige Brands Holdings Inc. to launch an integrated marketing and promotional campaign for the PediaCare line of over-the-counter children's remedies.
The marketing, branding and advertising agency said Tuesday that the campaign aims to reposition the PediaCare brand for continued long-term growth.
At the center of the effort are unique television spots that celebrate the joys of healthy and happy children. The spots use a cinema verité style, capturing parent-child moments in a way that is reminiscent of a home movie, according to VIA.
"We were on-air with these compelling spots just two weeks after acquiring this line. It is our plan to reach consumers now, at the beginning of the cough/cold season when parents are most in need of remedies for their children's ailments," stated Tim Connors, chief marketing officer for Irvington, N.Y.-based Prestige Brands Holdings.
"We are fully committed to support and invest in PediaCare as a key brand in the Prestige portfolio," Connors added.
One TV spot features a baby who has overcome a fever and is enjoying a moment of contentment thanks to PediaCare, VIA said. The other commercial features a pre-adolescent girl whose condition and mood have improved to the point where she has become a "dancing queen."
The TV spots were directed by John Budion, known for his work with the E*TRADE babies, among other projects, according to VIA.
"We're proud to launch our first campaign for Prestige Brands," commented John Coleman, VIA's chief executive officer and founder. "It's a privilege to work with a client who encourages us to push boundaries and do work that is unique to the category. This campaign does just that while providing moments of joy that will resonate with any parent."