Case Study: Health Asure

Project Title:
Bear Essentials

Project Category:
Radio

If your objective is to get kids to take vitamins, making them into Gummy Bears is a fairly ingenious way to go. However, when those same vitamins begin to dry out and take on the odiferous aspects of real bears, you’re back to square one. Enter Heath Asure’s Bear Essentials.

Health Asure’s improvement on the category was their packaging. Individually wrapped packets worked perfectly to counter the problems of other Gummy Bear vitamins sold in jars. It was this unique advantage they asked us to communicate via targeted radio to the moms of America. Done properly, we would increase both awareness and demand, at the same time helping them get onto the shelves of three major retail chains.

To do this we created a series of friendly radio spots that were fun, upbeat and memorable. Given that the category contained a number of brands, the challenge was to clearly define Bear Essentials value proposition without drawing attention to the competition. We achieved this by focusing on the packaging and extolling the obvious merits of fresh, fun and attractive vitamins to kids.

The first radio spot aired nationally for one eight week cycle. At the end of the cycle the client reported all three major retail chains had agreed to shelf space for their product. Additionally another retail chain asked for a presentation from the client and subsequently gave them shelf space as well. A rather healthy beginning for a new brand experience.

Back to the Case Studies