BodySmarts indulge desire for healthy treats

As a general rule, confectionery products that say they're good for you taste bad. And the ones that are melt-in-your-mouth delicious? They're the ones nutritionists warn you about, jam-packed as they are with all that bad-for-you good stuff - the fat,...

As a general rule, confectionery products that say they’re good for you taste bad. And the ones that are melt-in-your-mouth delicious? They’re the ones nutritionists warn you about, jam-packed as they are with all that bad-for-you good stuff – the fat, the sodium and the calories.

But who says you can’t have your nutritionally enhanced candy bar, and eat it, too? That’s the thinking behind Adams Canada’s launch of BodySmarts, a ‘good for you’ line of confectionery products that includes both candy bars and fruit and yogurt chews – all fortified with protein, vitamins and minerals, and containing half the fat and fewer calories than most chocolate bars.

‘There’s been a huge growth over the past 20 years in what I call the ‘food minus’ category – products where the stuff’s been taken out of them, like sugarless gum, diet soft drinks, fat-free chips,’ says

John Vares, category manager at Adams Canada. ‘Now consumers are telling us they’d like to see ‘food plus’ products – products that taste great and are actually better nutritionally than the other alternative on the rack.’

The challenge, according to Dominique Vibien, account director at Toronto-based Bates Canada, Adams’ agency of record, is convincing people such a healthful product could actually taste good.

Turns out that very dichotomy – a product that tastes good but is also good for you – became the starting point for the multimedia launch campaign that breaks next week, says Vibien. The tagline? ‘Think like an adult. Act like a kid.’

‘Think like an adult when you make your healthy choices, but act like a kid when you indulge in treats,’ she explains, adding the product’s target market is the ‘nutritionally aspirational’ adult – the kind of person who likes to indulge, but is generally health-conscious.

Consisting of national television, point-of-purchase, magazine and transit shelter ads, the campaign attempts to hit home in a couple of different ways, says Vares. The very name of the product line – BodySmarts – speaks to the nutritional benefits, he says, while the colourful packaging and point-of-purchase material help to create appetite appeal.

The 30-second television spot, which will air in prime time on conventional networks – both French and English – features an average Joe who, upon savouring a BodySmarts bar, becomes so filled with youthful exuberance that he walks over to a shop window, seals his lips against the glass, and blows.

Colourful magazine ads, with simple headlines like ‘Calciummm’ and ‘Vitammms,’ will appear in the March issues of major national magazines, including Maclean’s, TV Guide and Saturday Night, which hit shelves mid-February.

The television, magazine and Flashmedia ads will run through to the summer, says Vares, at which point transit shelters will be added to the mix.

We’re always on the lookout for great new campaigns to feature in this column. If you’ve got a suggestion, please contact pvamos@brunico.com