Ana Maria Braga was the ambassador chosen to communicate the benefits of supplements for the 50+ generation.
Mature with vitality, health and well-being. This is not only the mantra of a significant portion of the population, increasingly attentive to body and mind care, but also the proposal of Tugarê HCC, an agency specialized in communications for the healthcare area, for the Nutridrink repositioning campaign , line of nutritional supplements from Danone for the 50+ generation. The action features Ana Maria Braga as brand ambassador and protagonist of the brand’s pieces.
According to Mark de Szentmiklósy, CEO of Tugarê, Nutridrink’s challenge is to be recognized by the 50+ population as the food supplement that contributes to the daily lives of these people who need more energy, disposition and strength to keep their vitality high.
“Positioning involves a two-pronged strategy. In one of them, the creation focused on making these attributes clear to the final consumer. The other communication was aimed at speaking to health professionals, as the recommendation of specialist doctors in their offices is also essential for the line’s products”, he says.
The agency developed digital communication, comprising actions on social networks and the Danone website, as well as POS material for large chain pharmacies and pieces aimed at out-of-home media. The campaign also includes collab in the profile of Instagram by Ana Maria Braga. The campaign initially focuses on the end consumer, with pieces showing the benefits of Nutridrink: more strength and more immunity. The broadcast will continue until June 2024.
This campaign marks Danone’s first communication move for Nutridrink directly with consumers. Previous actions were aimed exclusively at doctors, such as geriatricians and nutritionists. Establishing this brand connection with the 50+ audience demands an undeniable reference to show that they are part of a generation with vitality and energy to live to its fullest.
“In this sense, we brought Ana Maria Braga who, in addition to talking to this universe, explores to the fullest everything that life can offer. Having her as an ambassador greatly strengthens the brand’s awareness building, linking Nutridrink to Danone”, explains the CEO.
According to him, another important point is the synergy between the brand and its, now, ambassador. She herself is part of the 50+ audience and has the vitality to face a very intense daily life, with recordings, work routine, family, grandchildren, etc.
See the campaign films below:
Vitality Recipe
I’m tired
Collab
Datasheet
Advertiser: Danone
Product: Nutridrink
Title: I’m Tired, Recipe for Vitality and Collab
Agency: Tugarê
Creative Direction: Ovídio Ferreira
Creation: Gerson Vecchi and Tânia Hubner
Service: Joslaine Santos and Ana Luíza Lima Santos
Customer Service Director|Accounts: Neide Stoicov Bastos
RTVC: Marcelo Souza
Trilha: Mushroom
Audio producer: Marcos de Cunto / Voiceover: Graça Cunha
Producer: Conteúdo Urbano
Directed by: Duo “UsBrô” (Conrado Vidal and Vinicius Ribeiro)
Approval: Odrian de Oliveira
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