Centrum
You Did It
Centrum is one of the leading vitamins in the world, but in 2022 it was losing market share fast. It was a combination of factors. The vitamin supplements market had exploded with new competitors and more critically the Centrum brand had lost its way. It was still respected but it no longer stood for anything. Our team came onto the brand after a three year struggle to coalesce around a message with the ability to matter to consumers globally. The remit was clear: solve it. We found the answer in the problem. Daily we are buried in an avalanche of new and conflicting ideas about health and wellness. Our social feeds loaded with advice, recipes and six-pack abs that can be had in 30 days. In the face of this blitzkrieg we found what people, even really healthy people, wanted more than anything was a sense of control over their health journey. And more importantly we found they already had it. As inspiring as it is to “Just do it” there’s also great power in acknowledging the little things you’ve already done. Especially when you have the soundtrack from ‘My Fair Lady’ behind you.
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