Osteo Bi-Flex

BOOST

Giving A Voice To Modern Aging

BUSINESS PROBLEM

Ensure is far and away the market leader of Adult Nutrition, but that comes a lot of historical baggage. The whole category is seen as filling nutritional gaps for an outdated stereotype of “old and sick people.” But when you talk to BOOST consumers, you can see that they are so much more than that. They are active, vibrant people, energized by this chapter in their lives.They want to be fully present for family, friends and community. They see Ensure as a product for their parents, not for them. In fact, they don’t feel like many products are advertised in a way that’s truly “for them.” We saw an opportunity for BOOST to not just show up differently for the brand, but to show up differently for consumers too.

IDEA

As a brand uniquely offering adult nutrition for today's world, BOOST joins the conversation around the changing face of aging with the Here’s To Now campaign. True to BOOST's vibrant, positive spirit, the brand rallies around the many positive aspects of this exciting chapter of its consumers' lives, the "declarations of independence" as spoken by real people. With surprising frankness, positivity and lot of self-effacing humor, the campaign serves as a celebration of today's elder generation, with BOOST uniquely providing both emotional and nutritional support.