For the first time, the advertising isn’t leaning on the product’s multitude of ingredients, instead focusing on the feeling the product generates with the line ‘More Betterness’.
While the campaign is a self-confessed ‘leap of faith’ in what is a traditionally conservative market, early results suggest it’s paying off in spades.
“We launched the campaign at the Melbourne Health and Fitness Expo, which was a little confronting” says Vital brand manager Kelly Evans.
“The work is pretty brave for our category. So to launch it in the thick of your peers was a great opportunity to announce the new positioning. We hit our total expo sales targets by the first day. It was a great start.”
Creative director, Nick Brown, “This was one of those cases where the product had so much going for it. The temptation had always been to talk about all the great ingredients in the product, however, we wanted to focus on how it makes you feel. When we realised that we couldnt find the perfect word to describe how good you actually feel on Vital Greens, we made up our own”.
The campaign will run online, outdoor, in print and in store throughout Australia, New Zealand and the U.K.