FLIP THE SCRIPT
The #1 Joint Care Brand was losing its edge. Sales eroded as consumers found joint health supplements confusing and not relevant to their lives. Yet, with almost 1 in 3 Americans still working at age 66 and over 12% of them suffering from joint limitations, the brand needed to find a way to get people the help they needed.
KWG and Osteo Bi-Flex worked together to mine the insight of a mind/body disconnect with older joint sufferers. Consumers told us they felt much younger in their minds and wanted to keep moving in order to do the things they wanted, and needed, to do in life. Osteo Bi-Flex’s science-backed promise of nourishing and strengthening joints for the long-term fed this insight.
Our Flip the Script campaign created a platform for telling authentic and relatable stories of people who were made to move and exactly how Osteo Bi-Flex was made to help. Targeted media enables us to speak to sufferers in the precise moments where joint pain affects them physically and emotionally.
Osteo Bi-Flex SALES ROSE 25.5% at our top 5 retailers after just 5 weeks of campaign support. We continue to be the category leader.