Reckitt Benckiser has partnered up with Altmedia and is using various alternative media to effectively keep a number of its brands top of mind with consumers.
GMR Transit Media, a division of the Altmedia group, has been running the Disprin and Mortein Target campaigns. The Disprin campaign is based in train stations and taxi ranks countrywide and has been running for the past six months.
Disprin's relationship with Altmedia has also grown, with the introduction of this brand as a "sponsor" to the Vusi Vusela soccer-inspired cartoon strip run in the Daily Sun newspaper on Thursdays. This involvement with a cartoon strip in South Africa's highest selling newspaper has resulted in a spike of sales for Disprin without a change in their media schedule.
The cartoon strip is the brainchild of Black Mamba Entertainment, another division of the Altmedia group.
The Letter Corporation, another division of the Altmedia group, has been instrumental in delivering washroom campaigns for Reckitt's Dettol, Gaviscon and Senekot brands.
Dettol has also enjoyed a presence in the Planet Fitness gyms and in cinema washrooms throughout the country to promote its new soap line extension. Senekot is featured in Medricross washrooms, to target doctors and pharmacists who work within these clinics. The Gaviscon executions can be seen in cinemas, bars and restaurants, allowing this brand to talk to consumers at a time when heartburn is a relevant subject.
