Tanita, the body fat monitor manufacturer, has overhauled its below-the-line strategy in a bid to capture a plumper share of the female market.

 

Responsive ads are appearing for the first time in selected national newspapers namely the Daily Mail, The Daily Telegraph and The Sunday Times. The campaign is being orchestrated by London-based Start Design.

 

Also, as part of a move to give its brand greater mainstream appeal, Tanita has widened the media remit for advertising to include women's lifestyle titles such as Good Housekeeping.

 

There has also been a shift in the emphasis of the creatives from education to brand awareness. The company has targeted the health and fitness sector with a series of responsive creatives in industry titles such as Ultra Fit, ZM and Men's Health.

 

Data gathering is a key objective of the new campaign as Tanita gears up to start its first direct mailing initiatives in the UK.

 

Additionally, plans are in motion to upgrade the website, www.tanita.com, to facilitate electronic sales.