Culturelle Probiotics sought to regain leadership and share in a increasingly crowded category.
Partner with a health-conscious personality
I want to hear from people that
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.
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