Sticky Situations Highlight Science of Culturelle Probiotics in Amusing Spots
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The campaign is the first from independent advertising agency Terri & Sandy since winning AOR duties for the brand
Culturelle, the number one brand in the rapidly growing probiotic category, is launching a new fully-integrated campaign, the first from independent advertising agency, Terri & Sandy since winning AOR duties for the brand. The campaign, 'Thank Science for Culturelle', delivers the brand’s ownable claim as 'the most scientifically studied probiotic strain in the world', in a playful tone unique to the category.
Culturelle, which is well-known for its probiotic strain supporting digestive health, put the primary focus of this campaign on the brand’s benefits of supporting immune health. With consumers today increasingly focused on trying to stay healthy, Culturelle is positioning its health and wellness product with a proven probiotic choice to help support your immune system.
The campaign includes television, print and a broad array of social assets and features a range of witty, relatable immune-risk scenarios in which not-so-good bacteria can find its way into our bodies, positioning Culturelle’s probiotics as the scientifically proven way to help keep your immune system strong. Culturelle’s portfolio of products covers the needs of infants, children and adults alike, which are featured across the campaign.
In one :15 spot, a dad working feverishly on his laptop chastises his dog for making too much noise, only to turn around and discover that, in fact, it’s the baby chewing on the dog toy. The voiceover says: “Parenting isn’t an exact science. Supporting their immune system is with Culturelle’s probiotics. Scientifically proven to help keep immune systems strong.” In a second spot, a woman in a bathroom attempts to multitask before a client meeting. As she’s trying to put on her makeup while talking on the phone, her device slips into her bathroom toilet. “Multitasking isn’t an exact science,” says the VO. “Supporting your immune system is with Culturelle’s probiotics.”
Terri & Sandy became Culturelle’s agency of record in December 2019 following a formal review for the business. Culturelle - which is owned by i-Health, Inc. a division of DSM - had been previously working with Grok. Culturelle continues its standing relationships with their media agency of record, Crossmedia as well as their PR agency of record, The Thomas Collective.
“Culturelle’s probiotics are backed by over 30 years of scientific research,” said Nicole Bourdeau, marketing director of Culturelle. “At a time when consumers are seeking scientifically proven products to support their health and wellness, Terri & Sandy saw an opportunity to own the years of science behind Culturelle’s probiotics. This new campaign leans into immune and digestive support for the entire family.”
“It’s a very good time to be a brand grounded in science”, added Sandy Greenberg, co-CEO of Terri & Sandy. “Rather than bore consumers with Culturelle’s clinical creds, we wanted to bring our message to life with warmth and wit, because now, more than ever, consumers want to lighten up a bit.”
Agency: Terri & Sandy
Co-founder & CEO: Sandy Greenberg and Terri Meyer,
Creative Director: Sam Mazur
Senior Art Director: Jessica Sugerman
Jr. Art Director: Christian Baron
Jr. Copywriter: Rohan Grover
Producer: Michelle Strank
Director of Strategic Planning: Tracy Chapman
Group Account Director: Drew Halpern
Account Supervisor: Candice Morocco
Assistant Account Executive : Maya Ebbesen
Director: Paul Middleditch
Global Managing Partner: Ellen Clarke
Executive Producer: Peter Masterton
Line Producer: Joel Todaro
Editor: Pamela Petruski
Asst Editor: Jonathan Baum
Producer: Margarita Mutuc
Sound Engineer: Sam Shaffer
Global SVP Marketing: Jane Wadler
Vice President, Global Brand Strategy: Susan Lewis