Best Consumer Goods Rich Media Online Ad

In a market that’s saturated with brand after probiotic brand showing woman after smiling woman touting their favorite supplements, how do you make one tiny, but tough team of Probiotic Pearls™ stand out?

You bring that little team and their big point of difference to life.

Using the insight that 60% of category users don’t know that stomach acid impacts a probiotic’s efficacy (Source: Agency Research), we set out to attract our female target’s attention in a new and different way. Using a team of engaging characters as brand ambassadors, we told the story of why Probiotic Pearls are the small but smarter choice. We led the charge by creating flash banners featuring “Scuba Steve” swimming through, thriving in, and surviving stomach acid. We utilized his friendly charm to show how an advanced, triple-layer coating helps the active cultures inside Pearls get where they need to go.

By giving our brand a unique personality, we have been able to successfully raise awareness and incite purchase of Pearls. A cohesive communication strategy put the message in the right hands. Display, SEM and print media all drove to the new website, and reiterated our survivability message, along with a savings incentive.

With a limited budget, we leveraged Pearls’ unique brand identity, employed data-driven strategies to create a new, compelling story and utilized the right channels to reach our audience across all media. By doing so, we’ve been able to capture the interest of our target and increase sales.

Contributors:

Senior Product Manager:	Tyler Wright
Senior Marketing Manager:	Dustin Borneman
SVP, Executive Creative Director:	Janet Barker-Evans
VP, Creative Director:	Greg Akouris
Associate Creative Director - Digital:	Wes Henry
Associate Creative Director - Copy:	Kathy Sullivan
Flash & Animation Specialist:	Daren James
SVP, Client Service:	Laurie Nations
Account Director:	Jill Neidorf
Account Supervisor:	Amber Armbruster

EPSILON

Website: www.epsilon.com/

Location: USA