Objective
Blackmores was launching Rapi-Melt, a fast-dissolving on-the-go vitamin range, into a market where 19 million Australians call themselves health conscious but only 11 million take vitamins regularly.
Insight
Australia is a nation of intention. The gap isn’t belief, it’s routine, and people keep reaching for the next fad instead of stacking a new habit onto one they already have.
Idea
We anchored the launch to WHO Self-Care Month with proprietary research naming Australia a Nation of Intenders, then gave it two voices: ambassador Laura Henshaw and habitologist Melanie White. On World Self-Care Day we ran a curated wellness day at Shelter in Double Bay, where infrared saunas, ice baths, guided stretch and spin each mapped to a benefit pillar in the range, with creator content and a state-by-state press office running around it.
How it earned attention.
Coverage hits
194
Opportunities to see
25.3M+
OTS from 37 organic social posts
6.08M+
Attendance from a 30 strong guest list
86%
