TL;DR (A QUICK SUMMARY)

Vitafusion was losing share in an overcrowded gummy vitamin category where nutrition is table stakes and differentiation is scarce. We repositioned the brand as the joyful rebellion against joyless wellness by leaning into what Vitafusion genuinely owns: great taste. Through Riot of Flavor and the creation of The Flavor Riots, a gummy-inspired punk band, we transformed daily vitamins from a virtuous obligation into an indulgent, feel-good ritual, helping Vitafusion stand out, feel culturally relevant, and reassert why people should choose it over competitors.

THE BRIEF

Background

Vitafusion's market share has declined for the last seven years due to increased competition and lack of clear differentiation in the gummy segment, resulting in a lower brand conversion rate than competitors. The brand needed fresh, disruptive creative that communicated Vitafusion as a departure from the virtuous vitamin category- and wellness culture at large- in a radically differentiated, inclusive and memorable way.

Challenge

The gummy category is fiercely competitive. Whether it's older brands that have been in the space for a while like Nature's Bounty or newer ones like Olly, Vitafusion needed a point of differentiation that gets people to know and choose them.

In a world where every vitamin brand delivers on nutrition and comes in gummies, the only remaining difference left is how much better we can make them taste than everyone else.

Assignment

Develop a product-focused campaign that encourages young women to reconsider Nair and choose the brand’s new facial hair removal innovation, Prep & Smooth Face.

Target

Men and women ages 25 to 44 with kids under 18.

They are invested in their health and see vitamins as a tool for looking good, feeling better, and living well. Ambitious and style-driven, they buy quality, follow trends, and gravitate toward brands that reflect who they are.

At the same time, they are exhausted by wellness culture’s sanctimonious tone and impossible standards. They have tried the smoothies, the punishing workouts, and the supplements that promise transformation, only to feel burnt out by the pressure to constantly optimize themselves.

Living in the tension between rebellion and self-care, they want wellness to feel joyful, indulgent, and real. For them, feeling good should happen now, not someday after they have earned it.

Assignment

Develop a campaign that delivers on Vitafusion’s brand purpose:

Vitafusion flips the script on wellness by transforming virtuous habits into delightfully defiant doses of joy, because feeling good should feel and taste good.

Strategy

A daily riot of flavor.

Vitafusion challenges the status quo by rejecting the traditional joyless approach to vitamins in favor of irresistibly fun gummies.

The Idea

Meet The Flavor Riots, a (gummy inspired) punk band here to bring rebellion to wellness.

They don’t count calories, they don’t meditate, and they sure as hell don’t sip celery juice.

No more sad smoothies, no more flavorless pills, no more whispering about “self-care.” Wellness should be fun, taste wild, and leave you wanting more.

That’s why we’re turning every gummy into a riot of flavor— a mosh pit in your mouth, a stage dive for your taste buds.

So pop one, crank up the volume, and let go.

Because wellness shouldn’t be a chore—it should be a riot.