IsoWhey launches new #YouGotThis weight management campaign via Urban
Australian health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’, created by Urban.
The campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey.
The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running across digital video, radio, social media, out-of-home and POS until February 2019.
#YouGotThis brings a weight-conscious woman’s inner voice to the forefront as she wrestles with everyday home and work situations threatening to derail her weight loss efforts. In each scenario, the woman finds her inner strength to reject negative thoughts, stay on track and remind herself, ‘You got this!’
IsoWhey is a scientifically-formulated product range designed to help people effectively manage their weight with confidence and lead a healthier lifestyle. Owned by BioCeuticals, a subsidiary of Blackmores Limited and Australia’s leading provider of nutritional and therapeutic supplements, IsoWhey is sold in more than 3,000 pharmacies and health food stores across the country.
Arina Pogossian, head of marketing at FIT BioCeuticals said the campaign aimed to highlight the brand’s support for everyday Australians in their quest to improve health and wellness.
Says Pogossian: “As the country’s leading weight loss supplement, IsoWhey understands the very real challenges faced by everyone committed to improving their personal health.
“The #YouGotThis campaign aims to shine a light-hearted spotlight on these very real endeavours, highlighting how IsoWhey can complement a balanced diet and regular exercise to assist weight loss goals.”
Urban was tapped by the health brand to develop the campaign creative, with sister company Unthink overseeing the consumer data and brand strategy to extend IsoWhey’s growth in the marketplace.
Says Ryan McDonough, managing partner, Urban: “We’re thrilled to expand our long relationship with Bioceuticals, providing support and implementing strategies to elevate IsoWhey’s presence and authority in the market.
“This campaign will resonate with those who have struggled with the everyday challenges of staying committed to healthy living and weight management plans during life’s most stressful and busy moments.”
Campaign Creative – Urban
Creative Directors: Jeff Mimery, Marti Greguric
Account Manager: Holly Dover
Producer: Diane Carson
Campaign Production – Blunt Gorilla
Director: Allison Gay
Consumer Data & Brand Strategy – Unthink
Client – BioCeuticals
Head of Marketing – Arina Pogossian
Marketing Manager, Weight & Sports – Carlotta Trabattoni
Brand Manager, Weight & Sports – Matt Riley
3 Comments
Didn’t The Works do last year’s campaign?
Terrible. Nothing. Utter Pants.
Why comment then? Feel better? Never done average work in your career?