Omega Pharma readies £3m diet aid marketing push

Omega Pharma UK, the global over-the-counter healthcare company, is expanding its range with the launch of a diet pill backed by a £3m marketing campaign.

 XLS-Medical :Omega Pharma launches diet aid in the UK
XLS-Medical :Omega Pharma launches diet aid in the UK

XLS-Medical is a naturally derived tablet that its makers claim helps people lose up to three times more weight than dieting alone.

According to Omega Pharma, the product works by binding undigested fat, helping dieters to lose three pounds for every one pound they lose on their own.

The company has briefed Total Media to handle the campaign, which will include a fully integrated media promotion comprising TV, digital display advertising, outdoor, PPC and SEO, as well as social media.

A TV ad campaign by creative agency VCCP Health kicks off across the UK on 16 September, during the new third series of ITV's 'Downton Abbey'.

This will be supported by a digital display campaign, as part of which Total Media has negotiated a lunchtime takeover deal with Mail Online's TV and showbiz web pages.

Social media channels, including Twitter and YouTube, will be used to further engage customers and provide customer support. The national media campaign will run until November.

Nicole Ehlen, XLS-Medical marketing manager at Omega Pharma, said: "We're proud of our clinically proven weight-loss aid and in taking it to market."

Other brands owned by Omega Pharma UK include Jungle Formula, TCP, Buttercup and Prevalin. 

In January 2010, Omega Pharma, appointed VCCP to handle its advertising account.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published