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Bassetts launches vitamin brand targeting ‘people that don't do vitamins’

By John Glenday | Reporter

March 29, 2022 | 3 min read

Bassetts is reaching out to new markets with a vitamin health brand aimed squarely at “people that don’t do vitamins.”

The health brand is repositioning itself as a product for everyone, not just lifestyle obsessives, with its ‘Vitamins for people that don’t do vitamins’ proposition.

Bassetts Vitamins

Bassetts Vitamins banishes stereotypes by giving the public something to chew on

Agency of record VCCP London is leading the push on the back of a new range of vitamins including a chewable format to directly appeal to families.

The new range will be marketed at specific groups such as the pregnant and men aged over 50, with Bassetts Vitamins championed as the go-to provider irrespective of your age, gender or condition.

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Skye Walter, marketing manager at parent company Ernest Jackson & Co, said: “Our new Bassetts Vitamins campaign works hard to cancel the complexities of the vitamin category, and take the confusion out of knowing which vitamins to buy. VCCP London nailed the brief, and our latest campaign is fun, punchy and relatable – even for those people who don’t ‘do’ vitamins.”

Caroline Rawlings, creative director at VCCP London, added: “Colorful, honest, hardworking, doesn’t take itself too seriously and really quite fresh for a vitamin company. Here’s to the people who aren’t really vitamin-taking people finding the vitamins for them.”

Adopting a lighthearted tone with playful typography developed by Rude Studios, the campaign spans out-of-home (OOH), YouTube, Instagram and Facebook to speak to everyday people in down-to-earth language.

Bassetts Vitamins rebranded in 2015 in an effort to differentiate itself in the competitive vitamins space.

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