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How do you create awareness in a crowded category?
We paired Culturelle with Actress/Mompreneur, Jessica Alba for a campaign based on a shared philosophy: life is full and imperfect, so healthy living requires a realistic approach.
The humorous campaign drove a 12% increase in sales, increased unaided awareness 200% higher than its primary competitor—despite being dramatically outspent—and digital recognition was higher than any historical digital campaign for the brand.
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