How to buy buyers' loyalty with below-the-line advertising: The Ovaltine Experience.

Outside their branding campaigns Ovaltine often employed below-the-line advertising to take advantage of opportunities to drum up sales such as during festive seasons. These comprise gift-with-purchase or price-off promotions publicised with newspaper ads, comics format print ads, point-of-sale mobiles and tag-on shorts at the end of tv commercials.

These promotions drove foot traffic to the stores and sales increases often exceeded projections.

 NEWSPAPER ADS & POINT-OF-SALE MOBILES

Below are samples of published works for press ads and point-of-sale mobiles.

COMICS FORMAT PRINT ADS

Nurturing a new generation of new consumers is key to the longevity of brands. Ovaltine used the power of comics as a tool to inculcate the importance of proper nutrition for healthy living.

TV COMMERCIAL  TAG-ONS

In addition tag-ons featuring the offers are produced for some campaigns to ride on the 

wider exposure achieved with brand-building tv spots.