isobel for Healthspan

How London-based agency isobel added character to Healthspan’s range of vitamins and supplements with a new advertising campaign

RESPONDING TO THE BRIEF

Steve Hastings Healthspan is a company that makes a variety of vitamins, supplements, hair, skin care and nutritional products. It wanted to ramp up its marketing with a fresh new approach and contacted isobel having seen our website. We pitched against three other agencies and won.

Although it had grown into a £50 million company, Healthspan had low consumer awareness. Our brief was to raise that and build appeal for the brand. We love challenges like this, so we went to Guernsey, where the company is based, and spent time with the product experts to understand exactly how Healthspan’s products differ from high street rivals. We also carried out consumer research to understand how people decide what to buy.

The campaign is aimed at people over 45 who already take vitamins, minerals or supplements, but may not have heard of Healthspan. The TV ad is the lead, but the campaign spans all channels with radio support. Our approach was to humanise the brand, so we came to the idea of anthropomorphising the inanimate capsules early on. Pixar and Aardman were definitely influenced.