Our Activity

We created a two-pronged campaign for consumer and trade both themed around the term ‘Lifesqueezer’ - a person who squeezes the most they can out of life. The campaign involved creating a Fight Fatigue Report fronted by Dr Chris Steele and utilising busy mum and inspiring businesswoman Karren Brady for a day of media interviews, a tiredness survey, Lifesqueezer competition and an active press office themed around seasonal tiredness.

We also facilitated a day of media interviews with Karren Brady following the release of the tiredness survey to speak about juggling being a mum with a busy career. This made her the perfect Lifesqueezer spokesperson to drive traffic to the Azaria designed and built microsite to raise awareness and host the competition. This year’s annual Lifesqueezer competition was also launched through the interviews and is preceded by a Lifesqueezer Mum of the Year in 2010, Nations Biggest Lifesqueezer in 2009 and Pharmacists Biggest Lifesqueezer in 2009.

The Results

• Coverage secured for Pharmaton Vitality Capsules in national newspapers and glossy consumer titles, including Daily Mail, Weekend magazine, Top Santé, Woman, Closer, and Celebs on Sunday.
• A proven and positive impact on sales of Pharmaton Vitality Capsules.
• Over 150 nominations for the Nation’s Biggest Lifesqueezer and nearly 100 trade nominations for pharmacists.