Mobilizing a generation
FROM OLD AND REACTIVE TO BOLD AND PROACTIVE: While the Osteo Bi-Flex target consumer is 50+, they are anything but “old.” They are embracing change and determined to live life on their terms. They are proactive about their health and wellness and are open to health supplements, except when it comes to their joint health. Instead they reach for familiar, short term solutions like OTC pain relievers.
Osteo Bi-Flex needed to disrupt that reactive thinking, connect emotionally to their proactive mindset and align to their evolved POV on aging. They needed to inspire people to start taking the product today AND keep taking it, proving the brand’s value today and tomorrow.
While the product starts to work in 7 days, the improvements are clinically shown to improve over time, with continued use. This finding presented a tremendous messaging opportunity, both rationally and emotionally.
A product that gets better over time offers hope, along with a reason for compliance. Improved joint comfort gives rise to the powerful emotions of joy, optimism and community that come from moving the way you want to. Quite simply, it makes you feel like dancing.
The resulting “Be A Flexer” campaign is a joyful celebration of a generation that refuses to sit down, rooted in a strong foundation of science in their proprietary ingredient, Joint Shield. TVC brings broad awareness to pull in new users, while social drives authentic engagement and targeted doctor’s office efforts highlight the brand’s science and efficacy in a credible setting.
Osteo Bi-Flex continues to lead the joint health category.