Croda’s PureMax™ campaign wins Most Effective Marketing Award at Vitafoods, 2011

May 19, 2011 - PRLog -- A panel of judges evaluated Croda’s PureMax nomination against criteria such as market penetration, innovation and creative flair when deciding on the winner.

According to Kevin Robinson, head judging panel and editor of NBT, the nomination was viewed as “a great entry”, with Croda developing an innovative and progressive marketing campaign that took advantage of both traditional and newer channels using a multimedia approach to make a real impact. With excellent tools for supply chain partners and a unique, family friendly message, the nomination was a worthy winner.”

Laura Kelly, Marketing Manager at Croda explains more about the winning marketing campaign. “A key objective of Croda’s nutritional business is to develop its consumer brand PureMax to be the leading quality omega 3 brand. To support our customers who are promoting PureMax on their omega 3 nutritional supplement packs, Croda invested in a PureMax communication campaign in 2010. Croda created an animated video that would educate families with young children about the importance of including omega 3 fish oils as part of a healthy diet and lifestyle. The objective of the animation was to create consumer pull-through by generating awareness about the benefits of omega 3, while urging consumers to seek out available products containing Croda's fish oils that are listed on the consumer website http://www.puremax.com/home.aspx?s=154&referer=.

Croda worked with their agency to generate a script, focusing on a humanised bird character named "Percy Puffin" who interacts with a family and explains how PureMax omega 3 fish oils contribute to a healthy diet. The puffin was chosen as the leading character as he already enjoyed a diet of oily fish and could be a true advocate of the health benefits it offered. Percy also serves as a personality icon, bringing the story to life and allowing consumers to connect with the PureMax brand. Messaging reinforcing the brand's purity and reliability was also incorporated into the animation.”

After the success of the first animation, Croda has reacted to customer demand and, at Vitafoods this year launched a sequel, focusing on the benefits of omega 3 for maternal health. Both animations are available for consumers to view at http://www.puremax.com/home.aspx?s=154&referer= or http://www.youtube.com/watch?v=8j7R9XkWKsw&feature=related.



Laura Kelly concluded, “Percy Puffin is leading the way in innovative co-branded advertising. He is an icon for the PureMax brand and resonates well with our customer base, who are keen to adopt him as part of their own marketing campaigns.”

About Croda
Croda is a global leader in speciality chemicals sold to a wide range of industries. The Croda Health Care division provides high quality ingredients for nutritional and pharmaceutical markets, with particular expertise in speciality lipids. High investment in GMP, API technologies and R&D ensures Croda is well positioned for the continual delivery of exceptional ingredients.

Croda manufactures the industry leading Incromega™ range, omega 3 marine oil concentrates that offer enhanced potency, purity and efficacy for specific conditions. The lipids are concentrated and purified to pharmaceutical grade requirements using proprietary PureMax™ technology in order to selectively concentrate the key fatty acid actives, EPA and DHA.

About the PureMax Brand
For the end consumer PureMax is a seal of quality, guaranteeing confidence in their nutritional purchase. Croda and its customers are proud of the unique benefits that the PureMax process delivers, hence the appearance of the PureMax quality seal on over 40 omega 3 end product packs around the world. www.PureMax.com has been launched as a fun and informative consumer website. The site aims to educate consumers about the benefits of omega 3 and also showcases our PureMax partners’ products.

For further information on Croda Health Care, its products or further marketing campaigns, visit www.croda.com/healthcare or contact Marketing Manager, Laura Kelly at laura.kelly@croda.com

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Croda is a global leader in speciality chemicals sold to a wide range of industries. The Croda Health Care division provides high quality ingredients for nutritional, functional food, pharmaceutical, dermatological and animal health markets.