健康adelaunches mutimillion-dollar marketing campaign on gut health
Premium kombucha drinks brand健康ade，已宣布推出百万美元的营销和教育活动，品牌刷新，并启动临床研究试验，旨在为消费者提供更大的洞察，这些洞察力是可以说是可以说的最重要的健康最重要的方面：肠道（Asnicar，2021）。
尽管知识差距，但消费者开始意识到他们的消化系统中发生了重要的事情。术语“肠系健康”一词已在国家/地区的消费者搜索量（2016-2021）的搜索量中有494％的峰值，表明对该专题的兴趣急剧增加。最近几个月，多项研究已被释放地将肠系健康连接到免疫力，情绪和全身健康（Psychiattry，2020），但大多数人报告说谈论它并单独连接肠道。健康adehopes to change all of that with an approachable campaign that starts with the gut’s point of view, leveraging the “Gut Gaze” to draw viewers in and take them on a journey of how a healthy gut leads to whole body wellness and how probiotics and healthy acids, like those in kombucha, can help. The omni-channel campaign will include digital video for streaming devices, social media content, display ads, and a 360-influencer campaign all geared towards educating and disseminating gut health information in an easy to understand, entertaining format.
“从我们的日子销售kombucha的日子里，健康ade已经走了很长的路Los Angeles农民市场，“首席执行官和联合创始人说，Daina Trout，谁还培养了营养生物化学和公共卫生的硕士学位，但我们迄今为止要激发人身健康的学习，特别是与肠道有关。你的肠道比消化得分多得多，对日常生活的所有方面都有一个疯狂的重要影响 - 像驾驶豁免，能源，新陈代谢，情绪，甚至皮肤健康一样。科学家知道这一点，但大多数人甚至医疗保健从业者都没有。“
健康拍摄New York基于姐妹工作室，由联合创始人和创意总监领导，Lana Shahmoradian那to revamp the brand identity and create a brand campaign informed by Health-Ade’s bubbly personality. The campaign goal: demystifying gut health for a universal audience that goes beyond kombucha die-hards. The campaign was brought to life through a diverse mix of talent, both on and off camera, mirroring the brand’s endeavor to make the benefits of gut health relevant to all. Both Health-Ade and SISTER STUDIO are female founded and run.
“We saw an opportunity to illuminate the meaning behind the brand’s tagline ‘Follow Your Gut!’ and talk about gut health in a way that resonates with a broader, more diverse audience. The brand refresh and campaign expand the conversation about gut health by unpacking the gut’s influential role in our everyday lives (your cognition, mood, energy, etc.) in a way that aligns to the brand’s bubbly ‘happy gut’ personality,” said Ms Shahmoradian.
nati Health-Ade的竞选,这将启动onal digital ads hitting over 50 million households, opens on a note of curiosity: it asks what is “The Gut” and why should you care about your own? It then segues into research-backed education about gut health and its effect on mood, immunity, energy, and skin, and how probiotics, prebiotics and healthy acids play important roles. An updated website further brings this story to life, creating a Health-Ade universe in which consumers can dive, gut first, into a world of digestible gut health education. The overhauled website will feature an interactive Gut Health 101 portal where consumers can learn more about their microbiome, kombucha, the difference between probiotics and prebiotics, and the gut’s impact on whole body health.
On the shelf, consumers will experience a revamped brand design across the Health-Ade Kombucha and Health-Ade Plus product lines that evokes the brand’s bubbly and bold personality. From the subtle modification of the logo and updated cast of character illustrations, to the new product descriptors that illuminate kombucha’s gut health benefits, the revamp will bring exciting new life to the functional beverage category, says the brand. The refreshed brand visual DNA and voice builds on the Health-Ade’s consumer equity and goal to become a recognised wellness company and leader in gut health, beyond kombucha.
Investing further in the belief that consumers should have access to easy-to-understand research-backed information about the power of gut health, Health-Ade has launched clinical human research trials that will study Health-Ade Kombucha’s effect on immunity, energy, metabolism, blood sugar and satiety. The studies are managed by a nationally recognised, independent research organisation and began in May with exploratory results expected to be ready by late summer 2021. Health-Ade expects the study to confirm what kombucha drinkers and fans of fermented foods already know: that kombucha has a significant and beneficial impact on gut health and whole-body health.
最后，2021分another new milestone for Health-Ade. The brand will launch an updated version of its prebiotic soda line, Health-Ade Pop (formally known as Health-Ade Booch Pop) in June at major national retailers, including Whole Foods, CVS, and Walgreens. The better-for-you soda will feature updated packaging and new flavors in addition to its original offerings, for a total of six mouth-watering options: Pomegranate Berry, Lemon Lime, Ginger Fizz, Strawberry Vanilla, Apple Snap, and Juicy Grape. Health-Ade Pop will be available nationwide in stores and available for order online through Health-Ade’s website, with same-day or next-day delivery inLos Angeles那San Francisco， 和New York。