Bright lights in the big city marked the launch of Similac in UK Boots stores yesterday, with Pure securing the iconic ad site strategically placed above Boots in Piccadilly.
The global instant milk formula brand arrived in the UK
this week where it is exclusively available in Boots stores. The statement 23 x
5 meter digital ad site should ensure the likes of key competitors SMA and
Aptamil know it has arrived.
The launch will continue with further outdoor activity booked
later this month, running on 6 sheets in proximity to Boots stores as well as
targeted digital display and social media.
Pure won the account earlier this year after
demonstrating strong creative media solutions and smart targeting strategies.
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