Wednesday - July 03, 2019

Berocca wins gold at international media awards

Bayer’s Extreme Everest with Ant Middleton campaign is awarded top honours at the recent Festival of Media held in Rome.

When Extreme Everest with Ant Middleton was first broadcast on Channel 4 in November 2018, no-one imagined that it would lead to a gold award for the Berocca campaign in the Best branded Content in a Traditional/Non-Digital Channel category at the international Festival of Media awards, but that’s exactly what happened!


The C4 partnership was the first of its kind for Berocca, using branded entertainment to support the launch of its ‘No Day Too Tough’ campaign with the advertising funded TV programme.


Developed by production company Parable and managed with agency partner MediaCom, the campaign helped Berocca compete and stand out in the crowded vitamin and energy supplements market. The partnership featured relevant product placement, a spin-off content series, a cutting-edge VR film of Ant’s Everest climb and PR and social media activation, alongside brand exposure during the traditional 60 minute TV spot.


Berocca brand lead, Ben Vertannes, commented: “The partnership with Ant and C4 during the last quarter of 2018 was a strong opportunity for us to gain exposure for Berocca in a relevant and exciting new context during this key sales period.


“Winning this award is a strong recognition of the great work done by the whole team.”


Missed the programme first time round?

You can still watch it on catch up at and find out all about Berocca – just go to