TLC and Merck beat the slump

Long standing client of Primedia Unlimited’s indoor lifestyle based advertising business TLC, Merck Pharmaceuticals, has again called on the company – this time to promote its Slow-Mag product and its ‘Beat the Slump’ campaign.

“Following in-depth consumer research during 2014, Merck identified a new consumer for Slow-Mag namely a consumer that is specifically health and fitness focused,” says Warren Dugmore, Account Manager at TLC.

Dasyan Govender, Brand Manager at Merck adds: “With these identified results, a focused media campaign for Slow-Mag was planned and developed. These include touch points incorporating a print campaign, billboard campaign across Johannesburg and Pretoria and a targeted gym activation and partnership with Planet Fitness, managed by TLC.”

“The main thrust of the six month campaign is to ‘beat the slump’ – something that we all experience at some point throughout the day, whether mental or physical,” says Warren. “For the activation, we are dominating the gym environments in Planet Fitness through branding on treadmills, water coolers, indoor gym billboards as well as on A4 frames in the male and female washrooms.”

In addition to the branding, Slow-Mag brand activators are engaging with gym goers by handing out gym towels and product samples twice a week in five of Planet Fitness’s branches.

“We’ve had great feedback on the campaign so far and believe that the strong creative, coupled with the relevant and engaging brand messaging is providing a great motivational call to action,” says Dasyna. “We look forward to the campaign results.”


The campaign is targeting men and women in the LSM 7-10 bracket until July.