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Gaviscon, the heartburn hero, has launched brand new creative and extended its kiddie cart advertising contract with Primedia Unlimited subsidiary, Icon Media for a further three months. At the end December this year, Gaviscon will have dominated shopping cart advertising in 26 selected Dischem outlets, for a period of nine months.

Dischem agreed to be the preferred outlet for the Gaviscon execution campaign as the product is a perfect strategic fit for the large pharmaceutical retail environment. The eye-catching carts facilitate side, front and handle bar branding, great for a multi-dimensional advertising approach.

The racing car trolleys allow two kids on board, each with a steering wheel and safety belts, keeping them securely in place, entertained and happy. The trolley size allows the parent to ferry the kids in fun whilst having lots of space for shopping. The cart design also prevents children from reaching into the cart and damaging any items.

“Icon Media’s popular race car trolleys are creating quite a buzz at retail outlets with children loving the carts so much, that mothers often call the store ahead of their visit to enquire about ‘booking’ the carts. A happier child means a happier shopping experience, hence longer browsing and more purchases,” says Storm Ackerman, General Manager for Icon Media.