Centrum·2019
Keeping it Fresh
Centrum, long known for its flagship Centrum Silver product, wanted to break into a new category with the launch of two new products: a Whole Food vitamin and a natural Protein Powder. Colormatics partnered with TBWA to create launch content that would introduce these products to a younger audience and help reposition the brand beyond its legacy perception.
Challenge
Centrum had decades of brand recognition—but largely tied to an older demographic through Centrum Silver. The challenge was launching two entirely new wellness products in a crowded health market while shifting brand perception to feel more modern, fun, and relevant to younger consumers. They needed content that could quickly build awareness and excitement without feeling overly clinical or traditional.
Solution
Colormatics developed a series of clean, simple, bite-sized social commercials designed specifically for awareness and launch momentum. Working over the course of a week with TBWA, the team created short-form content optimized for social platforms that made the new products feel fresh, approachable, and lifestyle-driven rather than pharmaceutical.
Results
The campaign successfully helped Centrum establish its two newest products as “fun and youthful,” allowing the brand to successfully enter a new market category.
"They were adaptable and flexible with all the shifts in the project."
Chris Newkirk, The Integer Group
Project Details
Year
2019
