Sanofi Consumer Healthcare has launched a new campaign for Vitamin D brand Ostelin via Publicis Mojo, Brisbane.

Head of Marketing for Sanofi Consumer Healthcare Mike Abbott said the campaign marked a fresh and unique approach for Ostelin.

“We believe it will resonate strongly with Australian women,” he said. “We are really excited because it is not only a new direction for the brand, but also a distinctly new approach for the category as a whole. We wanted to break the mould on how health messages are communicated – to engage and educate our consumers, not scare them.”

“Instead of preaching to our consumers, Ostelin is providing an important step in their daily routine, and helping them to bring out their inner strength and achieve the important things in their lives.”

Directed by Stephen Lance of Taxi Films the TVC began on Sunday and will be supported by print, online and digital.