ELOTRANS® reload for Stada

The initial situation

STADA Consumer Health is launching a new dietary supplement on the market: ELOTRANS® reload, a line extension to ELOTRANS®. With this new product, the company is targeting a young, active target group in particular, who are looking for new strength after sporting or strenuous activities.

The challenge

An eye-catching and memorable campaign was needed to attract the attention of the young and active target group. ELOTRANS® reload had to both stand out from the ELOTRANS® umbrella brand and assert itself in a highly competitive market for dietary supplements.

The Insight

Traditional dietary supplements make little impression on the young, active target group. A fresh approach is therefore needed that reaches the target group at eye level with a good dose of humor and self-irony.

The creative twist

The choice of a likeable, nerdy protagonist makes for a surprising appearance in the commercials and makes the clips likeable and shareable. The concept, which demonstrates humor with a wink, was continued on the social media platforms: with a feed consisting purely of memes. The "internet humor" paired with bright colors clearly stands out from the ELOTRANS® umbrella brand and immediately attracts the attention of the young target group.

The result

The campaign is inspiring people across Germany with funny commercials that present ELOTRANS® reload in various everyday situations - supported by sampling campaigns at festivals, a city tour through German cities and a strong presence on social media. The memes are liked thousands of times. Together with CTV commercials and merchandise articles, the campaign reaches a broad, young and active target group - ELOTRANS® reload is literally on everyone's lips.

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