Another Recognition for Our 360-Degree Agency, This Time for the Vigantoletten Campaign. How did a brand losing market share and lacking the resources of its competitors manage to secure a leading position?
How to Step Out of the Shadows?
Vigantoletten operates in the rapidly growing market of vitamin D products. The most critical period for this category is the winter season, when our bodies cannot synthesise vitamin D due to limited sun exposure. However, 2017 was not a successful year for Vigantoletten – its sales grew more slowly than the market, and competitors had significantly larger advertising budgets.
Knowing that Vigantoletten had little chance of competing directly in terms of investment during the peak season, we had to find another way to strengthen the brand’s position.
This led to the idea of leveraging the “off-season” in 2018 – a period of minimal activity from other players and the time when Vigantoletten experienced its greatest decline in market share.
Vigantoletten’s traditional target group consists of women aged 40–65, for whom osteoporosis is a significant concern.
The summer campaign, however, was aimed at younger consumers: active, health-conscious women aged 25–40, who value physical fitness and believe it will help them stay in good shape for years to come. Reaching this group also had an important business dimension. Vitamin D supplement users tend to be loyal, so successfully attracting new users during the summer could help strengthen the brand in its key period – the autumn-winter season.
The summer campaign, however, was aimed at younger consumers: active, health-conscious women aged 25–40, who value physical fitness and believe it will help them stay in good shape for years to come. Reaching this group also had an important business dimension. Vitamin D supplement users tend to be loyal, so successfully attracting new users during the summer could help strengthen the brand in its key period – the autumn-winter season.
Towards the sun
Vigantoletten was the first brand in the category to incorporate scientific research-backed arguments in its campaign, highlighting the need for vitamin D supplementation even during the summer. This necessity arises from the use of UV filter-containing creams. Through carefully crafted creative content, the agency emphasised the unique importance of the supplement for active individuals. Before entering the winter season, Vigantoletten achieved the position of market leader in terms of sales value, with a 19% market value share.
The Power of Experience
For nearly 30 years, our integrated marketing agency has been helping brands build a strong market presence while safeguarding their image through marketing and PR activities. The agency’s team consists of carefully selected experts who are passionate about their fields. Our portfolio includes many long-term clients, some of whom we have been supporting for over a decade.
“The foundation of an effective campaign lies in combining knowledge from various areas of marketing, as well as sociology, psychology, and strategy,” said Sławomir Chmielewski, General Director of Pegasus Group.
“At our agency, we focus on fostering effective teamwork among top specialists and managers. These carefully assembled teams create unconventional solutions for our clients. Throughout the process, trust and a partnership-oriented approach from our clients play a fundamental role. This collaboration enables us to achieve exceptional results together.”
Award-Winning Effectiveness
The Effie Awards are the largest marketing competition in the world.
They honour brand campaigns that stand out in the market for their highly effective communication strategies and outstanding business results. The evaluation criteria include strategy, the tools chosen for implementation, and exceptional outcomes.
Entries are assessed in three stages by the most experienced business leaders. Scoring is conducted anonymously and confidentially. At every stage of the evaluation process, jurors are required to provide written feedback on each submission. To qualify for nomination or an award, entries must achieve a minimum score threshold.
