adconnection launches PharmaCare’s new Calarmari Gold range in £110k TV campaign
adconnection, the leading media planning and buying agency, has launched Pharmacare’s Calamari Gold in a £110k TV campaign which is the first of its kind in the UK. Having previously launched a number of Pharmacare brands on TV with great success, adconnection identified TV as the medium of choice; with insights from audience research highlighting TV as the perfect media to build credibility and familiarity with the upmarket audience. A focus on using high-indexing, terrestrial spots during the early stages of the campaign, such as CSI: Crime Scene Investigation and Good Morning Britain, was used to build coverage. The channel mix also reflected Calamari Gold’s competitor’s spending habits, using stations in which consumers have been educated on the benefits of Omega-3 before advertising the product with superior levels of Omega-3.