Sustagen, the Nestle-owned nutritional drink brand, has rolled-out a marketing campaign in a bid to revitalise its image.
The advertising campaign will include full-page ads in GoodHealth, HealthSmart, Prevention and Recipes+. In addition, 195,000 sample sachets will be given away with GoodHealth and HealthSmart.
The brand will also invest in a targeted sampling program of 40,000 people, through the Australia Post, and at trade shows.
In the last six months, Sustagen has invested in research and development into its brand image, with focus groups and the introduction of new packaging in addition to marketing activities.
Sustagen marketing manager Ryan Stanaway told AdNews: "Sustagen is an iconic brand with 80% awareness. But it has lost its relevance to a new generation of consumers.
"The marketing campaign, including the extensive sampling campaign, aims to enhance Sustagen's relevance amongst that group as a nutritional top up."
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