Immediate results showed
a 12% increase in sales
.

SITUATION

STRATEGY

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

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, brand imagery and
    emotional connection saw significant lifts
    of 6%, 7%, and 3% respectively, with the brand recording its highest unaided awareness percentages in 1.5 years 

     

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

     

  • Immediate results showed a 12% increase
    in sales from previous period

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