driven launches new campaign for Celebrity Slim

driven has created a new multi-media campaign for the leading Australian weight loss brand Celebrity Slim.

The campaign will be led by national TV activity which breaks this week, to support the brand’s recent distribution gains in Superdrug, backed by online and in-store campaigns.

Celebrity Slim offers free weight management consultancy to its customers, and the new campaign sets out to communicate that real help is only a “click, call or visit” away.

Animation has been used throughout the campaign to help deliver a more distinctive personality, look and feel for the brand in what is a very conventional market.

Commenting on the new campaign for Probiotec, Celeste Millott (Marketing Manager Europe) said “We want to let people know about the fantastic free support services that we offer, because we know how effective good support can be in improving weight loss results”.

Neil Griffiths, partner at driven, comments “the new work has real charm and stand out, and delivers a strong proposition really effectively.”

Probiotec is established as a leading pharmaceutical manufacturer in Australia and already sells its Celebrity Slim range in a number of European countries. The UK has been identified as a market with a significant obesity problem and Probiotec is committed to supporting a healthier population.

Commercials were directed by Chris Gaffey, and produced by 422. Media planning is through MediaVest Leeds.