Digestive Advantage: Stay Strong by McCann Health
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McCann Health has launched the first-ever brand campaign titled 'Stay Strong' for Digestive Advantage, a prebiotic and probiotic brand from RB (formerly known as Reckitt Benckiser). The campaign leverages the probiotic’s key differentiator: it has a natural protein shell, which gives it the strength to survive harsh stomach conditions, 100 times better than other leading brands.
The spots use relatable humor to speak to adults who experience mild to moderate digestive issues that may undermine their ability to enjoy everyday activities and stay strong through life’s chaos. Both spots contain an educational component that illustrates how Digestive Advantage beats other leading brands in the survivability of their probiotics in the harsh conditions of the stomach.
'Happy Camper' shows a man chaperoning a trip with a dozen rambunctious boys, all while maintaining his inner strength and composure thanks to the strength of his probiotics.
'Road Trip' introduces Digestive Advantage Prebiotic + Probiotic, a new product that combines both supplements into a single product. The spot shows a woman driving her car, stuck in traffic, with kids who are kicking and screaming in the back. Nevertheless, she is able to 'Stay Strong' and weather the challenges in everyday life because she has taken her Digestive Advantage probiotics.
The campaign will run for a full year.
Credits
Creative Agency - McCann Health New York
Chief Creative Officer – June Laffey
Group Creative Director - Daniel Mailliard
Creative Director - Oliver Tower
Associate Creative Director - Chris Cohen
Associate Creative Director - Kaity Potak
Art Director - Katherine Kuni
Copywriter - Erin Durkee
Senior Producer - Bridget Pierce
Group Strategy Director - Zulay Tomasiello
Group Account Director - Gladys Jeffrey
Account Supervisor - Valeryn Vilchez
Account Executive - Elena Wallin
Production Company – Red Creek
Director - Paul Santana
Editorial Company – Whitehouse
Graphics Company – The Mill