SITUATION

Culturelle Probiotics sought to  regain leadership and share in a increasingly crowded category.

STRATEGY

Partner with a health-conscious personality 

CONSUMER MOTIVATOR

I want to hear from people that
reflect me.

CULTURAL LANDSCAPE

Prioritizing
self-care

BRAND
ATTRIBUTE

Clinically-
proven
efficacy

CAMPAIGN

Culturelle partnered with actress, entrepreneur and mom, Jessica Alba for “The Difference is Culturelle” initiative that highlighted
the values that Alba and the brand share—a commitment to high-quality, effective products made with safe and scientifically
proven ingredients for the whole family.

 

The campaign demonstrates a realistic approach to healthy
living—life is busy and never perfect, but taking Culturelle is
an easy step to make a difference in your overall digestive
and immune health.

RESULTS

  • Two weeks after launch, unaided brand
    awareness (6%), brand imagery (7%), and
    emotional connection (3%) saw significant lifts 

     

  • The broadcast campaign’s attention index exceeded the category benchmark by nearly 70 points

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