From Irrelevant to Daily Relevance
We married strategic rigor with nimble creativity to grow this historic brand - giving fresh relevance to this category inventor.
When Burns Group began its partnership with Centrum in 2017, we learned the brand had a double pronged relevance issue: consumers believe it’s a brand for old people and they no longer believe multivitamins have a role in their daily lives. What’s more, the brand didn’t have any product innovation to attract consumers back to the franchise. As a result, Centrum share was eroding and they needed an effective solution. We embarked on a year-long quest to land a new global strategy and ad campaign, but with urgent needs to grow, we needed a nimble and affordable interim campaign to kick off the new year, while we continued to work on the longer-term solution. Centrum needed to break through the category clutter and telegraph that the brand had daily relevance, and not just for older consumers. A strategic, creative and media shift was a necessity.
Our first step was to strategically reframe the existing product to give consumers a new reason to believe that Centrum should be a vital part of their daily routine. Driving insight through constant collaboration with consumers on our platform, BrandInformers™, we created a fresh new brand lexicon that sparked them to look at Centrum’s role in a new way: from benign multivitamins to MICRONUTRIENTS that feed hungry cells.
To bring the strategy to life, we created Centrum’s first truly sharable campaign. Centrum’s message of feeding each of your microscopic, albeit hungry cells, was a perfect fit for a new, snackable campaign—quite literally. Designed to remind consumers to feed their cells daily, spots were created around Hue & Cry’s meticulously crafted miniatures. Videos showcase Centrum product, naturally, however, it’s the first time Centrum’s ever been found inside tiny pizza boxes, itty-bitty Chinese takeout containers, and—just for the millennial set—mini mason jars. The spots, 5 in total, air on YouTube and Facebook. The campaign garnered over 4.5MM views in the first two weeks.