VitaBeans is hoping its unique product format and simple messaging attracts a younger consumer who has health and well-being top of mind.
The latest campaign, “What our beans are full of” is colourful and provides simple descriptors of product functionality related to immune health, hair, skin and nails, multi, energy and sleep (pictured, above). The coda simply states, “gelatin-free, non-GMO, vegetarian.”
Last year, Nestle acquired vitamin and supplements maker The Bountiful Company for $5.75 billion, whose brand portfolio includes Nature’s Bounty, of which VitaBeans is a part of. The product launched this October.
VitaBeans is built around the premise that consumers don’t have to sacrifice fun or delicious taste to get their supplements. According to Steve Miller, ECD at Fuse Create, which began working with Nestle this summer, the colourful campaign reflects the product itself.
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Oishee Mondal, marketing manager for Nature’s Bounty Gummies and Vital Proteins at Nestle, admits it’s a very competitive space, and that the real standout is the bean product format that’s easy to make part of a daily routine. She tells strategy the brand wanted to showcase what each bean’s benefits are, and in a way that makes viewers feel nostalgic.
In the Canadian market, the fact that VitaBeans is a vegetarian product will appeal to more health-conscious people who cannot have gelatin, she says.
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According to Mondal, since COVID, consumers are trying to get a better hold on their health and well-being. Younger cohorts, especially, are increasingly incorporating these kinds of products into their health regimes.
The campaign was led by social and digital created by Fuse Create. There is also an experiential component spearheaded by Langon PR, and features a DJ, custom calligraphy and tarot readings. Thrive is managing the media.
“We are targeting younger Canadians and we believe they spend a lot of their time on social and digital,” she says.
The new products are available in select retailers and will be listed at more retailers and pharmacies in 2023.
The “What our beans are full of” campaign spend is comparable to other flu season product launches.
