Let’s be honest, most people will turn away when they see too many words, especially when those words are describing the results of a complex psychographic study. So when BrandHive was tasked by DuPont to highlight the results of their Healthy Living Consumer Segment Campaign, we turned those highlights into a memorable, easy-to-read infographic.
The result is a clean, quick read that delivers an important message and leaves busy readers with valuable information.
OmniActive Health Technologies opened the Expo West/Engredea show with a bang, celebrating the one-year anniversary of its award-winning Lutein for Every Age™ campaign with a marching band and five dancing eyes. The band, which opened the show on Friday, March 7, was part of OmniActive’s ongoing efforts to orchestrate buzz surrounding the benefits of early and constant lutein supplementation for proper health over a lifetime.
The marching band was a follow up to the Lutein for Every Age™ flashmobs that helped OmniActive bring home the Engredea Editors Choice Award for Best of Show Marketing in 2013.
)
The problem: When AVT Natural Products in Chennai, India set out to create a new line of condition-specific supplements, they knew they wanted to talk to Indian consumers about health and wellness in new ways but they weren’t sure just how far they could stray from traditional formulas and packaging without losing their audience entirely.
The research: Once they selected BrandHive as their Agency of Record, we helped them conduct focus groups with native populations in target launch cities, including New Dehli. These focus groups clearly showed that a modern take on wellness would be better accepted if it incorporated a nod to India’s Ayurvedic traditions.
The insight: The targeted consumer was willing to consider modern scientific findings and new product formulas if those formulas included some “trustworthy” traditional ingredients.
This insight shaped all BrandHive’s efforts, from the brand positioning and brand story (which focused on the integration of modern Western science with ancient Ayurvedic wisdom) to product formulations (which paired Ayurvedic classics with scientifically researched Western ingredients) to product packaging (which introduced a clean pharma look into traditional Indian settings). The brand name BrandHive developed for the line was OptimHealth.
OptimHealth brand essence blends ancient Ayurvedic wisdom with modern Western science
The work: The result was a brand that literally jumped off Indian “chemist” shelves by featuring a modern aesthetic (modern bright-white PET bottles, vibrant colors and custom green caps) and a listing of its traditional and Western ingredients on the front of the label. Mention of traditional ingredients provided consumers with a sense of instant familiarity, while the novel look and feel of the brand caught their attention. BrandHive carried this strategy of “modernized tradition” into OptimHealth’s photography, website, marketing collateral and launch strategies, all with great success.
OptimHealth custom packaging lists main ingredients on front panel
OptimHealth retail display stands out in chemist’s shop
Soft launches targeted consumers in traditional settings (yoga studios, chemists, parks)
The takeaway: Consumers all over the world now demand more from their brands. Traditional tried-and-true cultural cues are not enough. To capture attention today, brands need to blend cultural influences with worldwide research findings and globally recognized ingredients to create products that both look better and work better.
SALT LAKE CITY, October 17, 2013 — Jeff Hilton, co-founder and partner of BrandHive, will present on marketing trends in functional teas at the World Tea East tradeshow and conference at the Georgia World Congress Center next week. Co-located with the Atlanta Foodservice Expo, the conference will be attended by expert tea professionals, retailers, food and beverage manufacturers, grocers and other industry representatives in the Northeast, mid-Atlantic and Southeast United States.
Hilton’s presentation, “Functional Revolution: Marketing Trends in the Healthy and Functional Beverage Category,” will address new and innovative delivery formats, popular and trending functional ingredients, and condition-specific health benefits that are most common and emerging in the functional tea marketplace. Part of this discussion will include how Millennials and Boomers, two very distinct demographics, welcome trends differently.
“Both lifestyle and attitudes play a role in what’s driving the move towards functional beverages,” said Hilton. “Whether differentiation is provided through delivery forms, use of raw ingredients, or specific health benefits, marketers truly benefit from understanding the differences in their target audiences.”
Hilton’s session is scheduled for Tuesday, October 22, 9:45 a.m.to 10:45 a.m. as part of the Core Conference Seminar track at World Tea East. The conference is produced by the same organization that produces the World Tea Expo, the largest and most prominent specialty tea tradeshow in the world. For more information on Hilton’s session or the conference, please visit: http://worldteaeast.com.
Here at BrandHive, some of our favorite people are Naturopathic Doctors (NDs).
That’s why (while we are generally less-than-enthusiastic about the goings-on of our Congressional representatives) we are positively stoked about the recent unanimous U.S. Senate resolution that designates Oct. 7-13 as Naturopathic Medicine Week.
Passage of this resolution is historic. That’s because this is the first time Congress has recognized the ability of naturopathic physicians to provide safe, effective and affordable health care. Not to mention the fact that the nation’s 4,400 licensed NDs help address the nation’s pressing shortage of primary care physicians.
NDs are trained to look at the whole patient and to focus on underlying causes, not just a list of symptoms. They emphasize prevention and ongoing wellness. They also tend to spend more time with each patient, educating and guiding them on ways to take charge of their health. Having graduated from an accredited 4-year naturopathic medical school, NDs treat a full range of illnesses.
BrandHive’s work with clients who provide products and services to Healthcare Practitioners have given us a “front row seat” to many dramatic stories of transformation. Routinely NDs help their patients manage chronic pain, avoid major surgery, and assess and address the source of illness. Their ability to reduce suffering and return a patient to wellness is truly impressive and admirable.
Next time you seek treatment that includes prescription drugs or surgery, consider a second opinion from an ND. Not only will you get the expertise of a doctor level physician, but you might also learn about treatments that are less invasive and less expensive than conventional drugs and surgery. And a bonus: Effective in January 2014, health insurance plans are required to include and reimburse NDs in health insurance plans.
So this week we tip our hats to Naturopathic Doctors. At a time when the average American consumer fills 12 prescriptions per year, NDs epitomize the wisdom that “less is more” and “an ounce of prevention is worth a pound of cure.” Thank you, NDs!
Naturopathic Doctors (NDs) are notoriously passionate about nutrition and good health, as demonstrated by this BrandHive client.
“As we recently took another step forward in our rebranding and launched the new BrandHive website, it presented us with a good opportunity to look back over the time we’ve spent in business together. A lot has changed in 16 short years. People have come and gone, the company has evolved and the industry has changed. However, throughout all of it we’ve been lucky enough to work with some truly awesome people and clients. Looking back it’s everything in our past that has come together to make us who we are today. More importantly, it’s these things that have us looking forward to at least another 16 years.”
– Melanee Brown, Business Manager & First Employee
