Marketing Featured ANZ

Blackmores’ first masterbrand campaign says ‘good health changes everything’

Sydney, Australia – In a bid to highlight their vision of good health for everyone as more people continue to prioritize their wellbeing during the pandemic, Australian natural health brand Blackmores has released its first masterbrand campaign in four years.

With a focus on the message ‘Good Health Changes Everything’, the evolved positioning is based on the insight that good health unlocks our ability to experience the best that life has to offer. It aims to capture the transformative power of good health and well-being – physically, mentally, and emotionally. 

Joanne Smith, chief marketing and innovation officer at Blackmores, said they have seen a strong desire from people to achieve a naturally healthy life and greater control over their wellbeing. She added, however, they also know that health goals can be easily derailed by life’s challenges and this has never been felt more strongly than it has over the past 18 months.

“We’ve had a profound reminder that good health is at the heart of what we value most and living a healthy lifestyle supported by natural health can play a major role. ‘Good Health Changes Everything’ is an empowering celebration of what good health means to our consumers and the important role that Blackmores products play in supporting them in achieving their health and wellbeing goals.

Said campaign symbolizes the evolution of the company. With strong roots as an advocate of natural health throughout its 90-year history, Blackmores strives to bring nature and science together to improve health outcomes, supported by their own Blackmores Institute and deep knowledge of research and education.

For Alastair Symington, chief executive officer at Blackmores, the mantra ‘Good Health Changes Everything’ remains at the core of everything they value as a business, and is a new creative direction for the company, one which consumers tell them is both contemporary while still honoring the unique philosophy and the enduring Blackmores story as a pioneer in natural health.

“We feel this is perfectly timed as the country heads towards 80% vaccination rates and Australians are feeling empowered to take back control of their well-being. As a leader in providing natural health solutions for almost 90 years, you can trust that we are ready to help anyone who is starting out or re-engaging on their personal health journey,” Symington said.

He added, “At Blackmores, our purpose is to empower the best of health in everyone, naturally. We have such a rich history that has shaped the conversation around natural health for the better. This is something we will continue to take with us into the future, locally and globally – whether it’s to our ever-expanding consumer base in Asia, which now includes India, or our home base here in Australia.”

Said campaign officially launched last 10 October, and will be followed up with a full 360-degree campaign with strong focus on TV, digital and path to purchase.