Imedeen, a global company specializing in ingestible skincare tablets is celebrating its 20th anniversary with a large ad campaign, the Canadian portion of which includes a CityLine sponsorship and in-mall ultrasound scans to teach people about their skin.

The sponsorship of CityLine includes integration into the show, as well as 30-second commercials and 10-second spots leading into show segments.

Imedeen has been available in Canada for 12 years, and for many of those, customers have been telling Pat Browne, VP, marketing, Nordic Selfcare Institute, that the products would be a good fit for the show.

‘Canadian women said, ‘I love this show. I like what they talk about. When they tell me something’s good, I want to try it,” Browne tells MiC. ‘So, we’re trying it. The show has a very loyal, active audience, and there’s definitely a trust factor. People believe in it.’

Other spots will be running on CTV, Rogers and W Network.

The company is targeting 25- to 55-year-olds in urban markets. The creative was adapted for the Canadian market by Toronto-based CCMD, and Brooking Media, also in Toronto, did the media plan. The Siren Group is the PR AOR in Canada for Imedeen.

The ads, which begin running in May, will be preceded by a new website launch on March 1. The new site will be the backbone of the campaign and will attempt to build an online community where visitors can discuss the ingestible skincare supplement.

Starting in late-April, there will also be experiential brand activations at malls and Shoppers Drug Mart locations in Toronto that will include ultrasound machines that measure skin density and teach people about the condition of their epidermis and dermis.