Instant noodles, fast food burgers and late-night kebabs. This may or may not be the staple diet of Millennials and Gen Z, but younger people do get heartburn and Reckitt-Benckiser wants them to know that Gaviscon can help.
Of course, telling Millennials and Gen Z how to do anything is reputedly difficult. Whether or not that is true, too, Havas London has created a young generation-friendly way to get their attention.
The humorous campaign is built around the fictitious Night Lab, where scientists are creating over-the-top innovations to cure heartburn. The two films (so far) have a trendy ‘80s feel and feature demonstrations of ludicrous heartburn cures such as fast food patches (a meal in a wearable sticker), kebab nannies, who spoon-feed you to slow down your eating, the meal stopper (a layered fast food meal that takes six hours to get through) and fat-free frozen yoghurt meals in a range of flavours such as chips and gravy, fried chicken, kebab and number 32 Chinese.
The point is that Gaviscon’s Double Action tablets are a much easier remedy.
Elliot Harris, deputy executive creative director at Havas London, noted, “The journey Gaviscon has been on creatively is remarkable. To see such distinctive, playful work in what has traditionally been quite a functional category shows a brand full of confidence.”
The films are being promoted online and via paid social, supported by a campaign microsite which will host recipes, useful information and a competition in which participants can with their very own Night Labs Test Kit. This kit, inspired by the films, includes takeaway vouchers, anti-heartburn innovations such a bizarre wiggly straw and tiny knife and fork to slow down the pace of eating, plus, in case those don’t work, vouchers for Gaviscon Double Action tablets.
The new campaign is part of Havas London’s Go On brand platform for Gaviscon, which launched with Gaviscon’s pH neutral street food activation, in which the brand visited popular late-night locations and food and music festivals in a luminously-branded food truck serving late night food with ingredients less likely to result in heartburn and indigestion. The campaign resulted in 73% of millennials being “more likely to buy Gaviscon”, 79% considering Gaviscon a “brand for today” and a D&AD Pencil.
Charlotte Schloesing, marketing director at Reckitt-Benckiser commented, “Our new Night Labs campaign reprises the ‘Go On’ brand platform, attitude and distinctive visual identity – geared specifically toward young adults – we debuted last year. It’s not just that this demographic tends to ignore symptoms of heartburn and indigestion and rarely embraces a serious solution, but also the fact that 75% of consumers remain loyal to their first form of treatment. We’re determined to show this younger audience that Gaviscon has them covered when heartburn and indigestion strike – enabling them to go on with their fun times.”
Creative Agency: Havas London
Executive Creative Director: Elliot Harris
Creative Director: Dave Mygind
Copywriter: Elliott White
Art Director: Wil Maxey
Business Director: Anne Puech
Account Management: James Johnstone & Kate Sheppard
Producers (Film): Sarah Sharp & Debbie Ragasa
Strategy Laura Davies & Jenika Hadipour
Production Company: Salt TV
Director: Nick Collett
Producer: Alice Windeler
DoP: Shaun Lee
Editor: Salt Tv
Designer: Dan Scheers
Post-Production: Big Buoy
Soundtrack Composer: Andy Hopkins, Ella Ryan, Jacob Nicholas & Stonewall Jackson @ PRS
Sound Engineer: Ben Leeves @ Jungle
Media Agency: Zenith
Client: Reckitt-Benckiser (Gaviscon)
Marketing Director: Charlotte Schloesing
Category Marketing Manager UK OTC: Elif Yavuz
Senior Brand Manager: Jess Lunt