Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
Medifast was competing against weight loss giants Weight Watchers, Jenny Craig and Nutrisystem. These competitors had the advantage of larger ad budgets, higher brand awareness and popular celebrity endorsers. We countered with a more authentic approach using real Medifast customers. Filmed and edited nine months apart, we created a campaign called "Become Yourself" where your old self had an on-camera conversation with your thinner, healthier self. Medifast brand preference jumped 24% and usage and share nearly tripled. Most importantly, we taught people across America that life isn't about what you lose, it's about what you gain.
Agency: Solve Branding LLC
After a successful launch, MiO's new sub-line, MiO Sport, launched in 2013. The challenge for MiO Sport would be to continue to introduce a relatively new product through this new innovation and continue the brand's narrative into year 2, focusing attention on the highly sought-after male-millennial target. What resulted was a campaign that was entertaining enough to build incredible brand health, effective enough to drive massive sales, and ownable enough to continue insulating the brand against a growing set of competitors.
Brand: MiO Sport
Client: Kraft Canada Inc.
Agency: TAXI Canada Ltd.
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