Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
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2020 BRONZE
Brain Better
To launch into a category rife with skepticism and dominated by one brand, Neuriva leveraged a universal insight that humanized brain performance and made supplementation something for everyone—not just those with memory issues. We realized it’s only when our brain wows us—for good or for bad—that we connect emotionally with it. Our campaign brought this to life through a series of brain fails and victories that connected with a new, younger, engaged consumer—putting us on a path to overtaking our competition within 4 months of launch.
Brand:
Neuriva
Client:
RB Health
Agency:
McCann Health New York
Language:
English
2020 BRONZE
Connections Build Us
How do you get people to give cards in a world that’s leaving them behind? You connect this dying consumer behavior to a thriving one: wellness. Research shows that ultimately, it's relationships that keep us happy, healthy, and whole. The key to the $4T wellness trend is not within us, but between us. By demonstrating how cards build the relationships that make us well, American Greetings’ “Connections Build Us” platform repositioned card-giving as a strategy for wellness, driving consumer relevance, purchase intent, and incremental distribution worth $150M in annual revenue.
Brand:
American Greetings
Client:
American Greetings
Agency:
MullenLowe U.S.
Language:
English
2019 BRONZE
Poo Romance - The Sequel
Metamucil has a long history in constipation relief. But in recent years messaging was repositioned to general health and wellness to appeal to a broader audience. Brand share started to decline. So we developed a campaign that combined both regularity and gut health. We had three objectives: increase sales by 15%; grow penetration by 10%; and grow Metamucil brand awareness and core brand equities by 10%. We achieved sales growth of 50%, penetration increased 21%, equities grew 54%, and the category expanded by 10%. Most importantly, it helped the nation talk about the need to stay regular to stay healthy.
Brand:
Metamucil
Client:
Procter & Gamble
Agency:
McCann Health
Language:
English
FINALISTS
Peloton
Get What You Give
Blackmores
How Blackmores enjoyed personal best results by getting Australians in the mood to move.
Sukin
Nothing but special
