Sanitarium launches So Good Challenge

By AdNews | 28 August 2009

SYDNEY: Sanitarium is to launch the latest chapter in its "Delta So Goodrem" ad campaign, challenging consumers to use So Good on their cereals for 21 days.

The ads were created by BWM and directed by internationally renowned director Gregor Jordan, best known for the films Two Hands, Buffalo Soldiers and Ned Kelly.

Fronted by So Good ambassador Delta Goodrem, a 30-second TVC airs nationally from next Sunday (6 September), to be supported by print ads in national consumer and health magazines, point of sale, PR and online elements.

The ads are the latest instalment of the "Delta So Goodrem" campaign, which first launched in September 2008.

BWM board account director Richard O'Rourke said: “Our objective is to translate increased consumer awareness, which has almost doubled in the past six months, to increased consideration through a completely integrated 21-day challenge.”

Initiative is responsible for media buying for the campaign, which will run over the next 12 months.

The So Good range includes So Good Soymilk, So Good Ice Cream, So Good flavoured milks and So Good Rice Milk.

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