CENTRUM was late to the game of introducing male & female tailored formulas to it's nutritional line. So they needed to break through the clutter to get the message out there that Centrum did indeed have "nutritional cocktails" made specifically, for women and men. They even had Silver formulas for those over 50. The "Objects" campaign used fun, male or female tailored objects...to highlight the idea of tailoring. And then broke things out even more by using branded colors to separate the age/sex messaging.