Cadbury Schweppes is launching an Omega-3 variant of its Bassett’s Soft & Chewy multi-vitamin pastilles in response to the growing consumer demand for the supplement.
The product aims to encourage teenagers to take Omega-3, which plays a role in brain development and is thought to help maintain brain function and increase levels of concentration.
The launch will be supported by a £1.2m advertising campaign, created by Bristol-based Bray Leino. It will include television, press and online campaigns through GMTV’s website, iVillage and Google.
The TV ad, which has been created with Darkside Animation, features an animated hand that makes shapes against non-animated film. It will have the strapline “The deliciously clever way to take Omega-3” and breaks at the end of October.
Bassett’s Soft & Chewy product manager Helen Samways says: “Independent research has identified a gap in the market for an Omega-3 product with added B vitamins for ages 12 and upwards. Teenagers are having to do more school tests and exams so it is vital that levels of concentration, brain development and activity are optimised.”