Reporting that lactose intolerance currently affects a large percentage of the South African population, OmniMed has signed Primedia Unlimited’s indoor media company TLC for a three-month advertising contract to spread awareness of its lactose intolerance fighter Lactaze. The brand will be positioned in TLC’s national network of mall, Medicross and Netcare washroom environments to spread the word of relief to suffering consumers.

Treated by replacing digestion aiding lactase enzymes, OmniMed is South Africa’s sole distributor. Lactaze Extra Strength Tablets and Drops are currently available from leading pharmacies countrywide.

Targeting men and women aged 18 to 60, the campaign exclusively dominates TLC’s standard indoor billboard space in 25 LSM A and 10 LSM B malls, 35 Netcare and 26 Medicross environments.

TLC’s Brett Tucker says, “The washroom medium offers a revolutionary approach to communication with healthcare practitioners and their patients. The target audience is exposed to the advertising message at a time when they are most sensitive to this form of communication.

In the malls the Lactaze message will be exposed to a possible total 35 million LSM 7-10 consumers who will visit these washrooms over the three month period, some of whom may be undergoing treatment for lactose intolerance. We’re confident that the campaign will assist in driving both sales and awareness.”

For more information about TLC, visit www.primedia-unlimited.co.za 

TLC DNA
The Letter Corporation introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena. Maximising the element of surprise, The Letter Corporation brings brands closer to their consumers through communications that captivate and entertain.

Issued on behalf of:                     Primedia Unlimited
                                                       TLC
                                                       Brett Tucker
                                                       T: + 27 11 562 6666

Prepared by:                                 Owlhurst Communications
                                                       Charlene Dennis
                                                       Account Director