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With the launch of Emergen-C protein, we knew we needed to better connect with today’s wellness consumer. After an extensive exploratory into the key shifts that have occurred among these consumers, we concluded that the most effective way to capture our audience’s attention and convince them to consider Emergen-C as part of their wellness toolkit was to focus on content that cues natural and relatable. The resulting work tapped into this insight and resulted in creative that not only outperformed Kantar Millward Brown benchmarks, but also the brands benchmarks, as well.

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