Bodi-Ome™ // Positioning
Positioned a breakthrough line of targeted probiotics with benefits beyond just the gut.
Consumers understand the positive effects of probiotics for their gut health, but few truly understand the untapped force-for-good of the microbiome. Recognizing the broader potential for probiotic usage, Reckitt Benckiser developed clinically proven probiotic strains with targeted health benefits for immunity, stress, heart health and beyond. Our challenge was to position this line of products, by educating and engaging consumers to expand their understanding of what the microbiome can actually do.
Leveraging RB’s product and foundational consumer insights, we identified a broad range of positioning possibilities and targets and then tested concepts with consumers.
We tapped into the overarching insight—that caring for your microbiome can unlock your human potential—to create the brand positioning and manifesto that captures this optimistic and imaginative spirit. New to the market, we are excited to see how it positively impacts consumers and gives back to Feed America.