Indigo Trading has for the first time chosen to support Primedia Unlimited subsidiary TLC by signing a one-month advertising partnership to promote Viriya, its herbal preparation designed to restore all the zest, virility and energy to the male libido. Utilising TLC’s standard Washroom Frames and digital Mirror Media, Viriya will be reaping the rewards of mall advertising exclusivity in male dominated spaces.

Showcasing in 35 malls and Cinema Nouveau washrooms nationwide, the Viriya campaign will specifically target men aged 40+ who need an energy boost and libido lift. Viriya is used to achieve an ongoing balance which promotes energy, purifies the kidneys, liver and blood, naturally and gently promoting general well being.

TLC’s Brett Tucker comments, “For Viriya TLC offered the opportunity for very little wastage due to our media being able to target a male only audience. After researching the target market, malls and Cinema Nouveau environments showed the highest correlation with potential Viriya users.”

Viriya opted for separate creatives for each media - the back lit Mirror Media ad showcases an old, conservative farm couple with a cheeky smile drawn on the farmer’s face, alongside the payoff line ‘Bring back that loving feeling, be firm, ask for Viriya’. For the ‘Become the hero of the bedroom again’ washroom creative, hand written copy kicks off in lower case then morphs to bold uppercase after the pill has been taken to demonstrate Viriya’s impact on vitality.

“TLC’s washroom advertising frames are the ideal medium to connect with consumers on sensitive issues. Combined with humorous creative, we’re sure the message will be noted and remembered by men in need,” concludes Tucker

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.