SECOM® launches a new communication platform: GRIJULIUL DIN TINE

Secom®, a reference brand on the Romanian food supplements market, launches GRIJULIUL DIN TINE (Self-Caring You) – a new creative communication platform encouraging prevention and empathy towards our own body – including by means of an informed use of food supplements – and fostering a healthy lifestyle.   

by Romanita Oprea

The creative concept and communication strategy were developed by Next Advertising, with integrated TV, radio and digital media promotion already in place for immunity products part of Secom® portfolio, namely Vitamin C 1000mg (adults) 30 tablets, Immuno C with Zinc and Vitamin D3 and Vitamin D3 2000UI 30 tablets. The communication platform will run throughout 2022.  

“When we built Secom® campaign, we started from the idea that we all have that “voice” within that guides our decisions. Grijuliul Secom® is Grijuliul din tine (the Self-Caring You), that piece of our personality that only wants what’s best for us and is there to give us advice in serious situations – such as those related to our health. It’s always there, in the back of our mind, ready to remind us to wear the right clothes for the weather outside or take our vitamins or even choose the best ones to stay well and make the best of each day. “ said Cezar Panait, Group Creative Director Next Advertising.  

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There is also an important educational component to this campaign. Each creative asset comes with a set of useful information on ingredients, their role for our body, why there are better absorption rates and differentiating Secom® benefits, such as our honest label.  

“At Secom® we believe that health can be learned, it’s all about education, information, self-awareness and mostly good habits that people can acquire. campaign captures this very belief. We hope that this creative approach will inspire people to be more careful with themselves and include food supplements from our portfolio in their daily routine, in an informed manner. We want to help people become aware of Secom® differentiators, such as naturally sourced ingredients, standardized extracts, higher absorption, honest label, so that they would understand why our products can support their health.” said Tudor Ghiurcă – Secom® Marketing & Communication Director. 

The Secom® honest label concept promoted by this new campaign shows the focus the company puts on the quality of the portfolio but also on a sincere and transparent communication of product related information, allowing the consumer to make an informed choice of any Secom® supplement.  

“The label of Secom® products will always list all the ingredients and their origin, the name of standardized extracts and their exact concentration, which is beneficial for the body. We are particularly careful with excipients, as we only use those that are absolutely necessary to stabilize our formulations, and nothing else, so as to guarantee both the efficiency and the safety of our products. Therefore, the label of our supplements specifies not only the recommended use but also warnings in case some ingredients might have an allergenic potential or contraindications. International ISO and GMP certifications as well as quality checks also stand proof for the safety of Secom® products.  

We want consumers to be able to choose high quality supplements and use them in a responsible way, therefore we encourage them to carefully read the label, to check if the above-mentioned criteria are met and in case they have a complex medical history to seek the recommendation of a doctor or of a specialized consultant.” added Flavia Florescu, Secom® & Good Routine® Innovation & Scientific Support Manager.  

Secom® has a 71% customer retention rate for supplements (the highest for this category) according to an awareness study carried out in November 2021 by AHA Moments.