IsoWhey shakes up approach to diabetes management in new campaign via Unthink


IsoWhey, part of the The Blackmores Group has joined forces with strategic consultancy Unthink to deliver a marketing solution with an innovative approach to tackling diabetes management.


Together, the team has launched an empowering new campaign for IsoWhey Clinical Nutrition Diabetic Formula, leveraging the platform provided by World Diabetes Day November 14th.

According to Diabetes Australia, diabetes is the biggest challenge confronting Australia’s health system, with an estimated 1.7 million Australians having either type 1 or type 2 diabetes.

The campaign taps into the insight that living with diabetes can be challenging, so products, such as the new IsoWhey Diabetic Formula, that make it easier for diabetics to boost their energy while managing their blood sugar, by either boosting, substituting or complementing an existing meal.

With the management of diabetes demanding a multi-pronged approach – including diet, exercise and other good lifestyle habits – the campaign aims to highlight the idea that when it comes to health, one good choice leads to another.

To bring this to life, the connections and content strategy focused on engagement and education through key media partners including Starts at 60 and 2CH. Through these channels the campaign is able to leverage the in-house expertise of IsoWhey’s nutritionists, dietitians and other healthcare professionals to provide more advice and context on the condition and the product.

This is supported by a data driven campaign across other digital, radio and in-store channels, with a core focus on educating consumers on the importance of timings of meals and snacking occasions for those living with diabetes. This is complemented by a re-developed digital presence (, to further highlight the support offered around the product.

Says Kelly Babic, marketing manager of IsoWhey: “The campaign is all about creating meaningful connections with consumers by starting conversations that de-stigmatise diabetes and motivate people to take greater control of their health.”

Says Jonas Katzellenbourg, senior partner at Unthink: “While our strategy is designed to build brand awareness and boost sales, the campaign goes beyond marketing to provide greater context around diabetes and help those on the diabetes spectrum be more proactive about their condition.”

Blackmores – IsoWhey & Impromy
Kelly Babic – Marketing Manager
Trish Alexander – Product Manager
Matt Riley – Digital Brand Manager

Unthink – Strategic Partner: Data, Media & Creative Implementation
Jonas Katzellenbourg – Managing Partner
Brendon Eastlake – Integrated Producer
Margo McWilliam – Lead Copywriter 
Simon Chen – Design
Stef Peykova – User Experience Designer

Production partners
Rawks RMK

IsoWhey shakes up approach to diabetes management in new campaign via Unthink IsoWhey shakes up approach to diabetes management in new campaign via Unthink