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A little gut recharge can help you shift from the "off" you to the happy you

Zambezi | New Business | Strategy + Branding 

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TL;DR

The Ask:

Develop a creative strategy that helps Health-Ade's gut health become relevant to a larger audience and drive high household purchase

My Role: 

  • Researched trends, consumers, consumption, and competitive landscape surrounding health, wellness, and fermented drinks 

  • Helped identify the white space where Health-Ade could differentiate themselves and stand out from the crowd 

  • Helped to craft the strategy and opportunity for the campaign

Strategy:

Rediscover your happy (gut) place

Challenge

Only 50% of consumers know what kombucha is, and only 16% of kombucha drinkers know that kombucha have probiotics. 

How do we promote kombucha's gut health in a way that drives relevance with more than Health-Ade's core drinkers?

Opportunity:

In order to drive high HHP we needed to connect with an audience that cares about probiotics...meaning we have to go beyond just digestion. 

For consumers, their beverage of choice is more than just a purchase - it's a status symbol.

We had the opportunity to elevate a cultural need for positivity. People are ambitiously seeking new ways to inject doses of positivity into their day. Health-Ade can be there to be their daily dose of feel good to build healthy habits and inspire them to become their happiest and healthiest self. 

Concept:

Get that good gut feeling

The positive effect of probiotics is practically magical. So let's give a glimpse of the magical goodness that goes on when you treat your gut to some Health-Ade kombucha. 

The creative team worked with artist Mike Perry to convey the magical goodness to create a campaign that was artful, expressive, and effervescent

The Goal:

Increase revenue by driving high household purchase of Health-Ade through trial with new category users

Audience:

Healthy Holistics who are open-minded shoppers inclusive of probiotic and organic shoppers along with users who aren't health fanatics but real people trying to live their best life. They aren't afraid to satisfy their carvings. 

They embody a youthful and positive attitude: highly active, love the outdoors, and are social individuals. 

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America's happiness drought is real 

86%

Of Americans said that they aren't happy, increasing 31% from 2018

BUT

61%

Of Americans believe that 2022 will be better than 2021

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People are looking for ways to inject happiness into thier day

From dopamine dressing, micro-dosing psychedelics, TikTok dances, searching for better-for-you alternatives in food and drinks, healthy eating, and searching for higher consciousness

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The gut helps regulate mood and has been referred to as the "second brain"

90%

Of serotonin is produced in the digestive system and produces the same neurotransmitters as the brain that play a key role in regulating mood 

The gut is in constant communication with the brain via the vagus nerve the internal superhighway for two-way communication between the gut and the brain 

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Creative Strategy Overview

Rediscover Your
Happy (Gut) Place

Functional Benefit

When your gut is balanced it promotes a healthy you

Cultural Truth

America is in a happiness drought

Consumer Benefit

People are trying different things to inject a dose of joy in their day

Product Benefit

Health-Ade has probiotics that help boost your serotonin and mood

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Comms Plan and Strategy

We wanted to deliver happy at every phase in consumer's kombucha journey

Audience Journey Phase

ECOUNTER

Not yet familiar with Health-Ade

EXPLORE

Still digesting the benefits of HAK

EXPERIENCE

Have tried and enjoy HAK

ENCOURAGE

A believer of HAK

Audience Barrier

Kombucha has become primarily synonymous with an exclusive and niche demographic: yogis that are young, fit and white women

66% of the kombucha audience chooses the drink the health benefits, whereas non-kombucha drinkers are left confused and suspicious of the benefits and ingredients 

42% of non-kombucha drinkers are dissuade from the drink because of the cost and 14% because it has to be refridgerated

Kombucha love and awareness grows within its core audience, but not outside of this

Brand Strategy

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REDISCOVER YOUR HAPPY (GUT) PLACE

Big Idea

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GET THAT GOOD GUT FEELING

Role of Comms

INTRODUCE

LET US SHOW YOU THAT HAK CAN HELP YOU REDISCOVER YOUR HAPPY (GUT) PLACE

EDUCATE

LET US SHOW YOU WHY HAK HELPS YOU REDISCOVER YOUR HAPPY (GUT) PLACE

REINFORCE

LET US SHOW YOU WHEN CAN HAK TAKE YOU TO YOUR HAPPY (GUT) PLACE

INSPIRE

LET US SHOW YOU HOW TO SHARE THE HAK HAPPINESS 

Comms Goal

Deepen understanding of product benefits

Increase visibility and brand awareness

Maximize intent and product usage

Inspire loyalty and advocacy

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Creative Campaign 

Our creative team teamed up with animator, Mike Perry for the 2022 campaign that included three :15 second spots. 

 

The goal of the creative campaign is to let consumers to know that its probiotic beverages are good news for guts everywhere. Using a combination of storytelling and education-focused messaging – augmented by Perry’s animations – the campaign, dubbed ‘Get That Good Gut Feeling,’ highlights how Health-Ade Kombucha improves the physical and mental wellbeing of those who drink it.

The animations integrated a number of the playful line-drawn characters that appear on Health-Ade packaging to create a one-of-a-kind ‘gut world’ concept, bringing a new sense of imagination to the biosystem of the human stomach and intestines.

Team: 

Matt Babazadeh: Group Strategy Director 

Cat Marsh: Strategist

Natalie Gomez: Director of Integrated Strategy