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On the eternal quest to cure that bloated, over-indulged feeling, Pharma Natura signed washroom advertising gurus, The Letter Corporation (TLC), to target male and female cinema enthusiasts in Johannesburg, Pretoria and Durban to drive awareness of the all natural digestive system remedy, Schweden-Bitter during the socially excessive months of October and November.

Schweden-Bitter effectively relieves the symptoms of over-indulgence and poor digestion such as nausea, headaches and constipation. The formulation stimulates the body's digestive system and assists with the elimination of waste products whilst aiding the treatment of rheumatism, gout and hangovers.

On a parallel with Pharma Natura’s target market, TLC’s Cinema Holding provides a broad spectrum of highly social and outgoing consumers ranging from 16 through to 49 year olds. “Cinema’s see huge foot fall figures due to the high usage of washrooms. Research has shown that 89% of cinema goers will use the washroom during their visit to see a movie,” says Andrew Kramer, Manager Director of TLC.

“The thinking behind placing the Schweden-Bitter campaign in the Cinema Holding was based on the fact that by and large, cinemas are situated within close proximity to restaurants and pubs where over-indulgence is common place. Typically, pharmacies and retail outlets stocking Schweden-Bitter are also found in malls, creating a situation where consumers are exposed to a problem-education-solution offering,” adds Kramer.

“The product was perfectly suited to the medium, which targets a large portion of the outgoing audiences who frequent washrooms across regional venues. The washroom advertising avenue allows Schweden-Bitter to be showcased in a brand dominated space and to take centre stage with their slogan ‘For when your eyes are bigger than your stomach,” says Angela Childs of Mediology.

Consisting of 20 herbal ingredients, Schweden-Bitter is the natural, all-in-one remedy