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
Photography: Toby Burrows
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