Family-owned global healthcare company Lanes Health, the company behind brands including Kalms, Earex and Olbas Oil, has appointed a new agency to drive its media planning and buying, as well as creative, for flagship brand Pro Plus.
Cheeky Communications will support the brand in broadening its appeal, attracting new consumers and promoting its new Fizz effervescent product, the third product in the Pro Plus range.
A new campaign, to launch in September, will look to drive brand relevance among the new wider audience, demonstrating how Pro Plus can help consumers get the most out of their every day.
Pro Plus was launched in 1956, and was acquired by Lanes Health in 2015, adding to a portfolio which also includes Jakemans, BlueIron and Sarakan.
Lanes Health senior product manager Sam Ross commented: “We felt that Cheeky was the perfect partner to help us introduce Pro Plus to a wider audience.
“We’re really excited to be working with the Cheeky team. Building on our previous campaigns, it’s the right time to take Pro Plus into some new media channels with some fresh creative that we think consumers will really identify with.”
Cheeky clinet business director Claire Gurr added: “We’re delighted to be working with Lanes Health on such an iconic brand and to be able to partner in bringing a fresh new approach to Pro Plus. Whilst the brand is well known across the UK, it’s our job to remind people how the Pro Plus range can support with a positive lifestyle so consumers can enjoy their day to the fullest.”
Launched in 2016 by co-directors Max Borsa and Wayne Pashley, Tunbridge Wells-based Cheeky also works on Majestic, Ladbrokes, Spam, Skippy and Seabrook Crisps.
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