URGO
Puressentiel markets a wide range of products, but the most prominent in their communication strategy are:
- Joints (Articulations)
- Anti-Bite (Anti-pique)
- Anti-Lice (Anti-Poux)
Their campaigns are mainly focused in the south of Belgium due to budget limitations, although there's potential in the northern market.
The Challenge
Seasonality affects products like Anti-Bite and Anti-Lice, usually communicated in August/September. However, Joint (Articulations) campaigns are more opportunistic and ad-hoc.
They also face budget constraints due to pressure from the pharma sector and increasing media costs, forcing them to maintain short campaign durations (2–3 weeks) with low GRP levels.
The Solution
Puressentiel has a long-standing partnership with the Red Lions and Red Panthers, Belgian national hockey teams. Their "Joints" campaign leverages strong visual association with these teams, reinforcing brand credibility and product quality.
They target audiences 35+ and advertise primarily on RMB channels, which held the broadcasting rights for Belgian hockey. Campaigns are scheduled around major hockey events.
To offset limited GRPs, the media plan incorporates weather sponsorships (for repetition) and BVOD (for incremental reach and online visibility during key sports events).
Results
- Strong emotional and credibility tie through national sports ambassadors
- Efficient use of sponsorship and BVOD to stretch limited budgets
- Maintained presence during seasonal peaks despite financial pressure
- Enhanced brand awareness and engagement within target regions