Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
Truvia aimed to move from the #3 sugar substitute brand (measured by share) to #2 by stealing share from a key competitor. They needed to gain consumer trust and awareness of its benefits to expand beyond early adopters, and block competitors. The creative leveraged humorous songs with an honest but fun vibe. During the campaign, Truvia increased its share and became #2. Its growth outpaced total category growth fivefold. It was directly mirrored by a 5 point loss in the key competitor's share, suggesting Truvia successfully stole from them.
Brand: Truvia(r) Natural Sweetener
Agency: Ogilvy & Mather
EAS Unstoppable Tour
With mass-market giants far outspending EAS, most consumers were buying less expensive sports nutrition alternatives. But unlike most consumers, our target regarded perseverance and discipline as paramount and felt rewards outweighed sacrifice. The Unstoppable Tour showed how EAS can fuel these athletes' journeys: Spending less than $1 million, we filmed a retired Navy lieutenant commander completing 30 sports in 30 different cities over 30 consecutive days and posted the films on a Facebook app. Unaided awareness grew over 100%, episode views exceeded 250,000, and EAS's Facebook fan base exploded.
Brand: EAS Sports Nutrition (EAS)
Client: Abbott Laboratories