Shaking up the status quo:
How we used AI to power Nutriburst into the supplement market
- Client NUTRIBURST
- Scope BRAND STRATEGY \ AWARENESS CAMPAIGN
HOW CAN WELLNESS TASTE THIS GOOD?
We’ve all yawned at those dull supplement ads on the tube. OK wellness is a serious business, but it doesn’t mean you can’t have some fun. Nutriburst used the best science they could to make impossibly yummy sugar-free nutrient gummies. Research showed consumers couldn’t believe something so sweet and tasty could be so healthy. Wellness never tasted this good.
Our challenge was to show off that big juicy flavour, but communicate the goodness packed into those little jellies. A fusion of science and sweetness. An idea was born. . .
OUR APPROACH
Nutriburst already stood out on shelf with their distinct gold-capped pack. So the campaign and assets created for it would have to stand out too. As a challenger brand in a crowded market, the number one objective was to be seen, noticed and remembered. This meant striking, unusual imagery and sparse arresting copy.
We defined the brand personality as bursting with vitality and goodness and saw the opportunity to redefine what wellness looked like.
AI IMAGE DEVELOPMENT
Working with Nutriburst to assign behavioural characteristics to each ingredient, these were then visualised in a pioneering use of AI. This provided unlimited possibilities to create a ‘bloom’ to represent the different sorts of goodness in each of the gummies. The final creations were vivid, distinct and unique, creating a look never previously seen in this historically conservative category.
Married with refreshingly snappy copy, the new creative was launched in a dazzling unmissable campaign that lit up a dull December in train stations and bus shelters across London. The stunning ads also lit up phone screens on Pinterest, TikTok, Facebook, Instagram and Google with vibrant visuals that focused attention like no supplement ad had previously done.
DIGITAL COMPOSITION
Using the images generated with AI, we began to compose the materials into ‘blooms’ - big bursts of colour, light and texture that represent a melting pot of ingredients. We were able to create a sense energy and movement as we interspersed the components into distinctive and eye catching artworks.
OUT OF HOME
Our Nutriburst ‘Blooms’ were perfect for creating an attention-grabbing riot of colour as part of an OOH campaign that ran across London. The vibrancy of the campaign was allowed to explode from the billboards as we launched three product variants randomly across the sites. Awareness was the aim of the project, and we can hardly have left anyone unaware of the brand as a result!
LIGHTING UP LONDON
The campaign appeared across multiple formats throughout London, flexing effortlessly for each different implementation. From bus shelters to train platforms, Nutriburst blooms were seen bursting out of advertising spots across the Capital.
Evolving the concept
To extend the longevity of the campaign, we developed a series of digital ads to mark occasions across the beginning of a new year replacing the vibrant colour backgrounds and placing the blooms in domestic locations. It also allowed a little creative playfulness for Valentine’s Day too!
SOCIAL MEDIA
The Nutriburst bloom campaign ran in parallel with a social media program, adapting and implementing the artwork across all platforms to create a strong visual link.
At the same time we implemented a wide ranging influencer campaign to add another layer of activity to the awareness program. Influencers were engaged across the period with a wide ranging brief.
“Nutriburst isn’t like other supplements. We found a way to make top quality supplements that are sugar-free but delicious. So we needed a campaign that looked like nothing else. Pull met the brief perfectly, and the campaign had massive impact”
CUTTING ROOM FLOOR
Every brand project or campaign generates a bunch of ideas that don’t quite make the cut. With a fun and open-minded client in Nutriburst, this one came very close to making the cut! A playful, unapologetic copy-driven smack in the face that really turbocharged the brand personality.
