The new gender-specific supplement, Perfect7 Woman and Perfect7 Man, has reached record sales for any new Seven Seas product to date. The supplement has repeatedly sold out online and in store this year. Seven Seas predict that, with a further multi-million marketing investment for 2015, record-breaking sales will continue.
The sales success of the daily supplement is an impressive achievement, considering the notoriously challenging vitamin, mineral and supplement (VMS) category. Director of Marketing for Merck Consumer Health, Ashish Bhatt comments on the success of Perfect7: “We have injected a large amount of passion and hard work behind the development and launch of Perfect7. This is the next generation in supplements from Seven Seas with gender-specific targeted nutrition, our Omega-3 heritage and science at its core.”
Seven Seas Perfect7 campaign began with the memorable ‘Sarah’ TV campaign to communicate the brand message that ‘age is just a number’. Renewed advertising spend will continue through 2015 with additional investment in TV-on-demand and advertorials in target consumer media.
Seven Seas will also invest in a six-figure PR campaign which includes recruitment of a brand ambassador – TV personality Gaby Roslin – to further amplify the ‘age is just a number’ message. Gaby is set to take part in various media interviews focusing around her healthy lifestyle, including daily supplementation with Perfect7 Woman. Perfect7 has also recruited a panel of ambassadors: industry experts across food, fitness, beauty and psychology to build credibility and engage media through 2015.
The in-store success can in part be attributed to the simplicity of messaging on-pack: each product highlights seven key benefits, spanning health and beauty.
Consumers have responded positively to Perfect7’s simple shortlist of scientifically proven health benefits, which include heart, brain and vision support.
There are two gender-specific supplements in the range, Perfect7 Man and Perfect7 Woman, specially formulated to suit each sexes’ individual needs and to target the different issues men and women care about. Venturing into gender targeted nutrition is a category first for Seven Seas.
Seven Seas scientific expertise is at the core of Perfect7, which offers a full spectrum of vitamins and minerals in a multi-benefit product. Perfect7 captures the richness of the sea – as you would expect from the fish oil specialists – with high levels of Omega-3 rich marine oil.
Seven Seas developed Perfect7 to help people feeling the first signs of ageing and who want to help support their body from the inside. Seven Seas Perfect7 wants to motivate their target audience (35-55) to defy ageing and feel younger for longer.
Seven Seas Perfect7 Woman and Perfect7 Man are currently stocked in Boots, Tesco, Waitrose, ASDA, Superdrug and Ocado.
Seven Seas
Email: sevenseas@onlybeattie.com
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