Healthy New You
After a month of festive indulgence, it’s that time of year again when everyone promises themselves that this year is going to be different – it’s going to be healthier and it’s going to be better than the last. Consumers are motivated more than ever by the idea of healthy food, exercise and general better wellbeing – so brands are wise to communicate this in their advertising. We had a look some of the brands that have done this and some that have turned it on it’s head to do something all together different:
Nike: Margot vs Lily
Nike has tapped into the trends of fitness selfies and YouTube celebs for a new content marketing venture. The original YouTube series has been designed to motivate and challenge the growing wave of women around the world who are adopting sport and fitness as a lifestyle rather than just as a fad.
Aimed at inspiring a new generation of cereal eaters, the campaign encourages children to get creative and start the day off in the best way possible – with a healthy nutritious breakfast!
M&S: Adventures In Wonderfood
The M&S Adventures in Wonderfood campaign showcases the stores hip and healthy food offering. Inspired by the current trend for clean eating, the vibrant edit features “spiralized” vegetables, juices and stir frys – perfect wholesome food to kick start 2016.
Clipper Teas: New Year Revolutions
Encouraging people to ‘turn over a new leaf’ this year, this campaign from Clipper Teas aims to attract new green tea ‘considerers’ as well as existing green tea drinkers to the Clipper brand.
Virgin Gym: We’ve Got A Workout For That
Challenging perceptions that working out can be monotonous, Virgin Gym aims to show people how working out can help you prepare for the life you want to live.
Glacéau Smartwater: Hit The Bottle
Leveraging ‘dry January’ – Glaceau Smartwater has been encouraging consumers to embrace a month of detox and stay hydrated. The month long digital OOH campaign was seen at roadside locations and train stations in major cities across the country. Point of sale advertising was also used in retailers to help drive awareness amongst shoppers.
Popchips: Be A Bit Good
Poking fun at regular ‘new year new you’ advertising this Popchips campaign promotes a message of balance rather than extreme fitness regimes and fad diets.
Danepak: Serious Bacon Club/ Lean & low
Danepack jumped on the ‘get fit in January’ bandwagon with a comedy retro aerobics ad that repurposes moves normally used to cook bacon!