Goals and objectives
Bayer Pharmaceuticals (Elevit), Australia’s No. 1 Pregnancy Multivitamin, had three campaign objectives:
Increase penetration, consideration of women during Planning/ Early Pregnancy stages to buy Elevit Pregnancy Multivitamins
Increase this audience’s consideration to buy across the Elevit DHA, Probiotics, Breastfeeding, Menevit range.
Drive awareness of global initiative, Every Beginning, Elevit's commitment to increase access everyday health of 100M people by 2030
Consumer need and Elevit’s offering
Throughout pregnancy there are increased nutritional requirements critical to development of vital organs. Research found women planning to have a baby are not taking Pregnancy multivitamins (41%) as they don’t understand the benefits prior to conception.
Elevit and Menevit are nutritional supplements based on science to be taken on the pregnancy journey.
Elevit Pregnancy Multivitamins, taken pre-conception and through pregnancy. Contains more folic acid, iron, iodine than any other pregnancy supplement. Is the only brand to meet the Australian guidelines for those critical ingredients.
Menevit, is a male antioxidant based sperm health supplement, to be taken by the woman’s partner 3 months before trying for a baby.
Elevit Probiotics, for immunity and Elevit DHA, for brain & eye development, to be taken during pregnancy.
Elevit Breastfeeding which is a tailored multivitamin with DHA to be taken during this time for healthy baby development.
Every Beginning global initiative which connects parents from different circumstances to help each other and enables prenatal vitamins to reach 3M babies per year in underserved communities through vitamin Angles.
Source: FiftyFive5, Penetration research, 2018.