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How Vitamin/Supplement Brands Stack Up in Immunity-Related Advertising

May 21, 2021

Thanks to the global pandemic, consumers have found themselves paying very close attention to their personal health & hygiene these last 14 months to stay healthy and avoid contracting COVID-19. In addition to social distancing and mask-wearing, many people turned to vitamins and dietary supplements to boost their overall immune system and be ready to fight off sickness.

As a result, many vitamin and supplement brands have found themselves amid growing consumer demand for their products, specifically those focusing on immune support and general well-being. Using our industry-leading in-market measurement solution, Phoenix Brand Effect, we took a closer look into the advertising effectiveness of some of these brands.

 

 

In terms of overall performance, Culturelle leads the immunity-support pack in both ad memorability and branding. This is likely due to the humorous and relatable nature of their ad, which depicts a realistic view of many people’s WFH life over the past year.

The runner-up for the category is Centrum, whose narrow lead over the rest of the competitors is held only by their strong ad memorability, as their lackluster branding brought their score down below the norm.

 


 

For additional insights into the why’s behind the performance of these ads, contact us!

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

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