Pure Media launch Similac on iconic landmark Piccadilly Circus site

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.

That's a lot of wonga

Despite the fact we are confused by the campaign messaging wonga are currently running ....they have at least got us talking about it.

Primarily because we can't get away from the campaign ... which is currently dominating the streets of London with highly visible multi executional activity running on bus supersides.

This really was a case of 3 buses all turning up at once, with different creative running on each.

It's a bit like playing bus Bingo - in this shot we have got; Straight Talking Money, No Hidden charges and Cash loans you can control .... the aim now is to get a shot of four in a row to include the £154 creative too.

#PurePoint