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Bragg has been a pioneer in health and wellness for over a century. To reinforce its leadership in an increasingly crowded category, we brought the brand’s authority and expertise to life through dynamic animation and visual storytelling. mBy blending bold design, engaging motion graphics, and a clear, confident brand voice, we created work that not only educated consumers but made Bragg’s legacy feel modern, relevant, and compelling
The objective of this project was to rebuild Bragg's credibility and enhance its perception as a trusted authority in the wellness industry. By focusing on the "journey-first" mindset to wellness, the goal was to position Bragg as a brand that not only provided high-quality products but also advocated for a holistic, sustainable approach to health. This initiative sought to establish Bragg as the brand of choice for all generations of self-care solvers (SCSs), fostering a sense of connection and loyalty across diverse consumer groups. Additionally, the project aimed to create a comprehensive platform that served as a hub for community building and inspiration, empowering individuals to embrace their wellness journey. By championing these values, Bragg strengthened its position in the market, promoting trust, long-term engagement, and a holistic approach to well-being.
We tackled Bragg's brand invisibility by owning the perception of apple cider vinegar as "weird." The campaign used the phrase "It’s Not Weird If It Works" to turn what some viewed as a quirky product into a badge of authenticity and effectiveness. The results were remarkable: there was a 555% increase in new site views, a 248% rise in engaged site sessions, and a 70% increase in store locator clicks. By embracing Bragg’s eccentricities and focusing on the functional benefits, we reinvigorated the brand’s position in the market and drove impressive engagement across all touchpoints.
Bragg's revitalization campaign tapped into a broader cultural shift towards more holistic and natural wellness solutions. By emphasizing the effectiveness of apple cider vinegar, even in its rawest form, the campaign resonated with health-conscious consumers who value authenticity and simplicity. The project’s success showcases the power of embracing a brand’s inherent quirks, transforming them into a compelling and relatable narrative that stands out in the competitive wellness market.
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One Club Denver Awards 2024
