Blackmores launches ‘Good Health Changes Everything’ campaign via The Monkeys
Australian natural health brand, Blackmores, has released its first masterbrand campaign in four years via The Monkeys, part of Accenture. The campaign highlights the new vision for the company as people continue to prioritise their wellbeing during the pandemic.
With a focus on Good Health Changes Everything, the evolved positioning is based on the insight that good health unlocks our ability to experience the best that life has to offer. It captures the transformative power of good health and wellbeing – physically, mentally, and emotionally.
According to the Australian Institute of Health and Welfare’s report, The first year of COVID-19 in Australia: direct and indirect health effects (2021), millions of Australians have been left feeling worse than before the pandemic regarding their physical and mental wellbeing. This is compounded by the Accenture COVID-19 Consumer Pulse survey highlighting that 75 per cent of respondents agreed a lasting societal impact will ‘increase the focus on health’.
Says Joanne Smith, chief marketing and innovation officer, Blackmores Group: “From our research, we’ve seen a strong desire from people to achieve a naturally healthy life and greater control over their wellbeing. However, we also know that our health goals can be easily derailed by life’s challenges and this has never been felt more strongly than it has over the past 18+ months. We’ve had a profound reminder that good health is at the heart of what we value most and living a healthy lifestyle supported by natural health can play a major role. Good Health Changes Everything is an empowering celebration of what good health means to our consumers and the important role that Blackmores products play in supporting them in achieving their health and wellbeing goals.”
Under the leadership of Blackmores chief executive officer and managing director Alastair Symington, the new campaign symbolises the evolution of the company. With strong roots as an advocate of natural health throughout its 90-year history, Blackmores Group strives to bring nature and science together to improve health outcomes, supported by the Blackmores Institute and deep knowledge of research and education.
Says Alastair Symington, chief executive officer, Blackmores Group: “Good Health is at the heart of everything we value as a business. It is a new creative direction for Blackmores, one which consumers tell us is both contemporary while still honouring the unique philosophy and the enduring Blackmores story as a pioneer in natural health.
“We feel this is perfectly timed as the country heads towards 80 per cent vaccination rates and Australians are feeling empowered to take back control of their well-being. As a leader in providing natural health solutions for almost 90 years, you can trust that we are ready to help anyone who is starting out or re-engaging on their personal health journey.
“At Blackmores, our purpose is to empower the best of health in everyone, naturally. We have such a rich history that has shaped the conversation around natural health for the better. This is something we will continue to take with us into the future, locally and globally – whether it’s to our ever-expanding consumer base in Asia, which now includes India, or our home base here in Australia.”
Currently, Blackmores operates in 13 other markets across Asia-Pacific and has an ambition to connect 1 billion consumers globally to the healing power of nature by 2025.
Good Health Changes Everything launched on air Sunday 10 October 2021. This will be followed up with a full 360 campaign with strong focus on TV, digital and path to purchase.
Creative Agency: The Monkeys, part of Accenture Interactive
Media Agency: Hearts & Science
Production Company: Rabbit
Director: Madeline Kelly
DOP: James Brown
Producer: Morgan Hind
Casting: Peta Einberg Casting
Post: Adam Wills Post
Sound: Sonar
Photography: Toby Burrows
Blackmores Client:
CMIO: Joanne Smith
Blackmores Global Marketing Director: Meg Farquhar
Director of Communications: Raffaele D’Alisa
Marketing Manager: Juliet Glynn
Marketing Manager: Jodie Lynch
Senior Brand Manager: Olivia Loughnan
Assistant Brand Manager: Ruari Maginn
19 Comments
Where do yo get those cool Blackmores jerseys?
Why does a brand campaign always = montage?
Do something different, it’s wallpaper.
Because every brand now needs to show how their product helps every one in the diversity spectrum. Which ironically results in every ad looking the same.
same shots same cast same VO same mediocre performances same track same ad same snooze
Could not have said it better
Same locations, plus the same one paced edit montage.
Nothing new here. A missed opportunity.
But it’s also quite forgetable.
Blah blah blah blah blah.
Remember when the Monkeys were a creative agency?
Remember when they were Three Drunk Monkeys, a creative startup, a bunch of young guys fresh out of Saatchis, an agency with a strong creative pedigree?
Remember when they sold out to Accenture?
Remember when they sold out?
Remember today’s date.
Shame Monkeys, Shame.
Simmer down old man. The boys sold and now they are loaded. Isn’t that the end goal? Who cares if this ad is mediocre…people got paid and that’s the only reason to be working in advertising. Outsider looking in…you guys are all cooked. Go have a beer, the pubs are open
You’re right. You’d think I’d have had the idealism beaten out of me by now.
I don’t recall a more vanilla piece of work from the Monkeys. What a snooze fest. Maybe blame the client on this. Blackmores use to have an edge in health and well-being
Boring photography of a duplicated idea. Please mix it up Monkeys.
When your Agency doesn’t supply a quote for the press release or list the agency people involved in the project, it generally means they are not proud of it. Sad for the client.
Same agency sent out a press release the same day as this one on another project containing a quote from the CCO and listed all involved. That’s got to say something.
This is very ordinary and not a patch on the previous work. I always get concerned when the CEO is involved in creating the campaign – clearly the marketing team have lost the confidence around the board room table?
@Average,
Blame the client. That old excuse.
@Wakeup – I do blame the client for changing a very solid strategy. And both the client and agency are clearly to blame for a very dull and bland execution. It is such a missed opportunity across the board
ahhhhh what utter garbage…….. another montage from 2016
This has to be an internal reel and not consumer facing work.
The buck stops with management. They brief then hit the go button and pay the bill.
I give it 6months.
THIS BRAND CAN