Healtheries launches fresh new position on health

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AUCKLAND, Monday: Healtheries and Rainger & Rolfe have just released their latest brand platform which is around supporting Kiwis along their health journey and helping them “stay the course”.

Healtheries head of marketing Simon Cheape said: “Healtheries has successfully been helping Kiwis stay the course for 120 years.

“We’re the #1 brand in supplements & are trusted by more New Zealanders than any other supplements brand. This depth of experience gives us the expertise to know health is a personal journey and the key to wellbeing (like anything) is to take small actions that work for you, regularly.

We felt this this was a more authentic and attainable position, rather than lofty goals in the category.”

R&R CD Kelly Putter said: “We developed a point of view that health is every individual’s own personal journey and no one can do it for you.


“Beyond traditional advertising we are looking forward to bringing this platform to life through the line over the coming months and years.”

“We also understand the powerful New Zealand code of self-determination – and we know that small acts can add up to big impact. ‘Tony the Health Motivator’ was developed as a creative expression to help bring these messages to life.”

The new Better than Yesterday platform is currently broadcast on television and VOD channels, while a complementary functional/product-led OOH campaign featuring Healtheries Teas, the new Healtheries supplements sustainability packaging (“bottle made from plants”) and a new Liposomal & Vitamin C combination (“the smarter Vitamin C”).

Further social, digital and 6” and 15” video cutdowns will also feature at a later date.

Kelly Putter: “Beyond traditional advertising we are looking forward to bringing this platform to life through the line over the coming months and years.”

The new campaign synchronises with a fresh new packaging design which includes changing bottles from non-renewable fossil fuel-based resin, to bottles made from sugarcane (saving an estimated 192 tonnes of carbon each year).


CREDITS

Client: Healtheries – Simon Cheape, John Stanton, Kim Patterson, Alina Varoy
Agency: Rainger & Rolfe – Kelly Putter, Jen Rolfe, Aaron Jacobsen, Teresa Harris, Abbe Hale, Ivan Barge
Production. Film Construction – Chris Clark, Leah Oram, Andrew Stroud, Gary Sims, Perry Bradley, Belinda Bradley
Sound: Radiate
Colourist: Pete Richie
Casting: Good Egg
Media agency: Spark Foundry – Gavinella Pereira, Eddie Fisher


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