Feminax and CSA team up for film season

Roche Consumer Health has joined up with Carlton Screen Advertising (CSA) to launch a film season that aims to raise awareness of its Feminax painkiller brand.

The Feminax Film Season will run in cinemas every Wednesday night for six weeks. For a reduced rate of &£2, cinema goers will be able to see feature films such as Charlie’s Angels and Almost Famous.

CSA says this is the first time it has teamed up with a sponsor for a series of films.

The film season will be shown at UCI cinemas across the country, and be promoted by UCI/Feminax advertorials in women’s magazines such as Company and B.

The deal was negotiated by Roche’s media agency, MediaCom, and is part of Feminax’s campaign to reposition as a painkiller for young women aged 19to 25-year olds. The current Feminax market is teenage girls.

Cinemas will feature in-house Feminax branding. A Feminax ad will be the only one shown during the show. It will also have a five-second sponsor credit before the film.

Carlton Screen Advertising account manager John Ridley, says: “By hand-picking recent films we hope to have captured the spirit of the independent women Feminax is targeting. It certainly opens up new avenues for advertisers.”

Roche recently appointed Design Bridge to give the Feminax packaging a face lift.

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