Sanofi Consumer Healthcare launches new ‘Wellness Just Got Personal’ campaign via Edge for new vitamin brand Livvit

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Sanofi Consumer Healthcare has launched a new direct to consumer vitamin brand, Livvit via a campaign developed by Mutiny and Edge.

 

Through a series of questions around health and wellness goals and behaviours, Livvit offers consumers access to a personalised, daily multi-vitamin via a monthly subscription service.

Sanofi Consumer Healthcare worked with Mutiny, who partner with creative agency Edge, on the launch of the brand – with Mutiny handling go-to-market thinking and data strategy, and Edge responsible for development of the brand positioning, packaging, communications strategy, creative and media.

The brand takes a quirky but empowering stance in its communication, offering the health conscious audience both ease of access and a multi-vitamin tailored to their individual goals.

Says Lachlan Parker, sales and marketing manager – direct to consumer at Sanofi Consumer Healthcare Australia: “This is an exciting innovation for Sanofi as the business continues to explore consumer needs and wants, including the desire for a more personalised approach to wellness.”

Says Richard Parker, executive planning director at Edge: “Personalised multivitamins are one of those products that seems so obvious in hindsight, but the majority of multivitamins sold in Australia are one-size-fits-all. At best you might be able to get something gender specific or for people over a certain age. But we’re all individuals, so our vitamin requirements are individual too.

“That’s why we launched the product with ‘wellness just got personal’ – it’s a call to arms, a playful poke at the status quo, and a product truth all rolled into one.”

The campaign will launch in social and digital including livvit.com.

Client: Sanofi
Head of Direct to Consumer – Martin Kelly
Sales and Marketing Manager, DTC – Lachlan Parker

Agency: Edge
Executive Planning Director – Richard Parker
Executive Creative Director – Simon Langley
Creative – Laurie Geddes, Madeline Smith, Waiton Fong
Planning Director – Caitlin Ammann
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Jodie Allen

Production Company: Heckler
Director – Gina Wagstaffe
Producer – Georgia Noe O’Brien

Sanofi Consumer Healthcare launches new ‘Wellness Just Got Personal’ campaign via Edge for new vitamin brand Livvit Sanofi Consumer Healthcare launches new ‘Wellness Just Got Personal’ campaign via Edge for new vitamin brand Livvit