Disprin Extra, the Reckitt Benckiser brand, has chosen supermarket
trolleys as the medium to reach C1 and C2 25- to 45-year-old women.
Carat has bought 92,000 trolley spots from the The Media Vehicle to
display ads for the painkiller brand.
McCann Healthcare created the ads, which emphasise how fast the product
It uses straplines such as ’Disprin. Express checkout for your
Simon Brockman, client manager at Carat, commented: ’Trolleys deliver
the message to the consumer at point of sale, which is imperative given
the number of competitive brands in the category.’
The Media Vehicle has developed a range of sales packages. They include
the ’mother and baby’ package - a 28-day poster campaign on trolleys
with baby seats at 1,104 supermarkets.