Congratulations to Metagenics for once again taking the CMA Most Outstanding marketing Campaign for the Ethical Nutrients’ Live Life Resilient Campaign.
Metagenics takes the CMA Most Outstanding marketing Campaign for their Live Life Resilient Campaign.
Recognising the complementary medicines industry's best marketing campaign, this award is based on the strength and relevance of the message for the stated target audience. It considers credible imaging of the product or service reflected by the campaign, its duration and the campaign's commercial success.
Resonating with audiences
Using real women was imperative to ensure the campaign resonated with the audience, regardless of age, ethnicity or life stage. These real women expressed raw emotions throughout, helping to build a human connection between them and the audience. The campaign addressed several fundamental consumer health needs - muscle, immune, and energy, across five creative variations.
The Ethical Nutrients Live Life Resilient campaign encourages women to own their health and take action ('I did it my way'), so they can live a life well-lived ('live life resilient'). Centred around the brand's health credentials ('Evidence-based and meticulously crafted for real results'), it provides a fresh twist on the empowering 'My Way' ballad paired with distinctive black and white creative that elevates the brand. Bringing together real women across different life stages, who expressed raw emotion and human connection, Ethical Nutrients is positioned as a partner in their health journey.
Inclusivity and empowerment
The feedback from the Live Life Resilient campaign has been resoundingly positive. Pharmacists, pharmacy staff and consumers are impressed with the inclusivity and empowerment that the message brings. One consumer emailed, "As a long-term Ethical Nutrients customer, it makes me smile every time I see it. It's inclusive (especially of age), gritty and fun. Congrats." Another rang to say, "I saw the Ethical Nutrients ad today … it is great; it's so catchy and stands out. It grabbed my attention and was stuck in my head then; I thought it was very well done, and I liked it." The campaign feedback from retailers was also overwhelmingly positive, with several accounts requesting copies of the creative for in-store and online use.
The Live Life Resilient campaign will be further built upon in 2022. There will be a renewed focus on muscle and immune health, also addressing new key consumer health areas, including sleep.
"We're incredibly proud to have created a campaign that empowers women to take charge of their health. It celebrates inclusivity and educates people about the importance of complementary medicines in their health journey," ends Sarah Sparks, Brand Manager at Ethical Nutrients.