McCann Health's first brand campaign for the RB prebiotic and probiotic brand was directed by Paul Santana
McCann Health is launching the first-ever brand campaign titled “Stay Strong” for Digestive Advantage, a prebiotic and probiotic brand from RB (formerly known as Reckitt Benckiser). The campaign leverages the probiotic’s key differentiator: it has a natural protein shell, which gives it the strength to survive harsh stomach conditions, 100 times better than other leading brands.
The spots, titled “Happy Camper” and “Road Trip,” use relatable humor to speak to adults who experience mild to moderate digestive issues that may undermine their ability to enjoy everyday activities and stay strong through life’s chaos. Both spots contain an educational component that illustrates how Digestive Advantage beats other leading brands in the survivability of their probiotics in the harsh conditions of the stomach.
“Happy Camper” shows a man chaperoning a trip with a dozen rambunctious boys, all while maintaining his inner strength and composure thanks to the strength of his probiotics.
“Road Trip” introduces Digestive Advantage Prebiotic + Probiotic, an innovative new product that combines both supplements into a single product. The spot shows a woman driving her car, stuck in traffic, with kids who are kicking and screaming in the back. Nevertheless, she is able to “Stay Strong” and weather the challenges in everyday life because she has taken her Digestive Advantage probiotics.
The campaign launched on television April 23, 2018 with “Happy Camper,” with plans to run for a full year. “Road Trip” launches on television on May 7, 2018, also running a full year.