Mekanism x Love Wellness: “We Want More”
Women have constantly been given less. From our rights to our paychecks, we’ve been shortchanged in many key ways. But in 2020, we are demanding more in every aspect of life: in the office, in politics, in pay equity, in the bedroom. Why should our health be any different?
Women’s wellness and personal care brand, Love Wellness, believes more is more, which is why they created vitamins that are made of more nutrients, to address more needs and concerns, delivered to be more effective.
To launch Daily Love, a daily multivitamin made for all women, Mekanism created an unapologetic spot that leans into the insight that women want more for themselves in all aspects of life - their health being no exception.
“We made Daily Love based on a ‘more is more’ philosophy that provides over 25 vitamins, minerals so that when you take it, you know your bases are truly covered,” said Lauren Bosworth, founder and CEO of Love Wellness. “We’ve seen many multivitamin companies take a ‘less is more’ approach, which makes for interesting minimalist marketing campaigns, but doesn’t truly support women’s health needs. Women deserve more, and at Love Wellness we always make sure we deliver, regardless of the product or product category.”
The minimalist movement in the vitamin category has minimized women’s role in their own health journeys. Other brands will reduce women’s health to a one-size-fits-all nutrient list, and utilize the trendiness of “transparency” rather than including ingredients that benefit women and their health. With this spot, Mekanism highlights that Love Wellness’ Daily Love vitamins are more well-rounded and more effective to fit more of every woman’s unique needs.
“Women want more. We are done accepting less than we deserve, and that includes what goes into the multivitamins meant to nourish us,” said Kara Coyle, creative director at Mekanism. “With the ‘We Want More’ campaign, Love Wellness is allowing women to combat this problem and give them the ‘more’ they deserve. We created this campaign as a rally cry that empowers Love Wellness’ target to get what they need.”
Mekanism x Love Wellness also partnered with badass female artist Amber Vittoria on illustrations for the product packaging.
The spot will run on connected TV, digital and social. It is the first part in a 3-part series titled “We Want More” with the two remaining spots releasing in October.