Healist Identity|短视频,图文|广告营销案例【ADGuider广告指南】

治疗师身份

案例简介：健康创业公司Present Life推出了Healist Advanced Naturals，这是一个临床支持的CBD系列，其品牌战略是通过机器人食品将科学和自然结合起来。自从欧洲和北美取消对大麻二酚 (大麻的非醉人成分) 使用的限制以来，CBD健康部门已经爆发。分析师现在预测，到2026年，全球市场将超过720亿英镑，零售行业基于CBD的产品销售将是这一增长的主要驱动力。因此，市场变得越来越拥挤和混乱，香膏、油和酊剂以不同的百分比优势激增，承诺解决任何健康问题。现在的生活想要创造一个利用这个行业增长的产品线，但是以一种改变围绕CBD产品的叙述，消除混乱，展示完整性的方式，让消费者清楚地了解健康益处。机器人食品公司被邀请深入挖掘并确定机会，然后设计一个战略对策，将治疗师定位为一个注重利益的旗舰品牌，并考虑多渠道销售。由此产生的工作使治疗师能够切断所有的白噪声。消费者对产品的高质量性质感到放心，并且能够轻松地在产品范围内找到适合他们需求的变体。“法规和消费者心态的转变推动了CBD类别的急剧增长，因此我们需要创建一个具有独特突破的品牌。机器人食品公司的执行创意总监和创始人西蒙 · 福斯特说: “消除与CBD产品相关的典型障碍，建立信任并使其成为主流是很重要的。”。该策略的一个关键部分是展示现代科学和植物学知识相遇的好处，并展示婚姻如何帮助消费者恢复平衡和 “收回他们的100%”。为此，融合信息在消费者旅程的每个接触点都是显而易见的。定制的包装格式使科学和自然故事成为真正的美德，并关注成分的有效性。移除带有模切 “h” 的实验室白色 “科学” 袖子，以展示 “自然” 层，其特色是展示活性成分的植物插图，有了四种颜色，消费者可以快速区分四个主要好处 (平静、睡眠、健康、放松)。“'H' 品牌抓住了治疗师的精神。一个支柱代表科学，另一个自然，而中心点连接两者，是平衡的象征，”机器人食品公司的设计总监斯蒂芬 · 奥格斯比说。机器人食品创造了一个品牌世界和语调来支持美国药典并激发信任，信息包括英雄声明，如: “突破性科学。这是我们的天性 ”和“ 强效天然成分 ”。归结为一门科学。"从包装到品牌传播策略，科学线索，包括注释线和植物插图，创造了一种结构，当与科学方法相结合时，增强了自然的力量。福斯特说: “我们在机器人食品公司创建并推出了自己的品牌，因此我们能够在市场上找到更广泛的机会。”。“大多数CBD品牌将他们的方法集中在CBD油的百分比上，或者与特定的生活方式保持一致。通过Healist，我们将消费者放在第一位，创造了以品牌架构为导向的利益导向解决方案，将科学和福祉联系在一起。"迈克尔 · 布莱斯 (Michael Bryce) 是Healist的联合创始人兼全球首席营销官，他说:“ 与机器人食品合作有助于我们澄清并充分认识到我们独特的市场地位。作为一个机构，机器人食品公司的团队总是拥有商业可行性以及强大、引人入胜的设计。品牌战略也可以像我们一样灵活发展。”作为与当前生活持续关系的一部分，机器人食品将继续支持数字内容创作的治疗师，并充当品牌守护者。Healist于3月份在网上推出，计划进军美国的主流零售商，随后是依赖于CBD法规变化的欧洲市场。由英国机器人食品公司为Healist Advanced Naturals创建的综合广告，类别为: 健康。

治疗师身份

案例简介：Wellness startup Present Life launches Healist Advanced Naturals, a clinically supported CBD range, with a cut-through brand strategy that marries science and nature by Robot Food. Since restrictions on the use of cannabidiol (the non-intoxicating component of cannabis) were lifted in Europe and North America, the CBD wellness sector has exploded. Analysts are now predicting that the global market will exceed £72 billion by 2026 – and sales of CBD-based products in the retail sector will be a major driver of that growth. As a result, the market is becoming increasingly crowded and confused, with a proliferation of balms, oils, and tinctures in varying percentage strengths, promising to remedy any number of health concerns. Present Life wanted to create a product line that took advantage of this sector growth, but in a way that changes the narrative around CBD products, removes confusion, demonstrates integrity, and makes the health benefits crystal clear to the consumer. Robot Food was approached to drill down and define the opportunity, and then devise a strategic response to position Healist as a benefit-focused flagship brand with multichannel selling in mind. The resulting work has enabled Healist to cut through all the white noise. Consumers are reassured of the high-quality nature of the products, and are able to navigate the range easily to find the right variant for their needs. “A shift in regulations and consumer mindset have fuelled a sharp growth in the CBD category, so we needed to create a brand with unique cut-through. It was important to remove the typical barriers associated with CBD products, build trust and make it mainstream,” says Simon Forster, executive creative director and founder of Robot Food. A key part of the strategy was to demonstrate the benefits to be found where modern science and botanical know-how meet, and show how that marriage can help consumers regain balance and ‘reclaim their 100%’. To that end, the fusion message is evident at every touchpoint on the consumer journey. The bespoke packaging format makes a real virtue of the science and nature story and focuses on the effectiveness of the ingredients. A lab-white ‘science’ sleeve with a diecut ‘H’ is removed to reveal the ‘nature’ layer, featuring botanical illustrations that showcase active ingredients, with four colourways so consumers can quickly differentiate the four main benefits (calm, sleep, well-being, relief). “The ‘H’ marque captures Healist’s spirit. One pillar represents science, the other nature, while a central dot joins the two and is symbolic of equilibrium,” says Steph Oglesby, design director at Robot Food. Robot Food has created a brand world and tone of voice to support the USP and inspire trust, with messaging that includes hero statements like: “Ground-breaking science. It’s in our nature” and “Potent natural ingredients. Down to a science.” From packaging right through to the brand communication strategy, scientific cues, including annotation lines and botanical illustrations, create a structure that reinforces the power of nature when blended with a scientific approach. “We’ve created and launched our own brands at Robot Food, so we were able to identify the broader opportunity within the market,” says Forster. “Most CBD brands focus their approach on the percentage of CBD oil, or align to a specific lifestyle. With Healist, we placed the consumer first, creating benefit-led solutions presented in a brand architecture that bridges science and wellbeing.” Michael Bryce, co-founder and global chief marketing officer, Healist, says: “Working with Robot Food helped us clarify and fully realise our unique market position. As an agency, the team at Robot Food always has front of mind commercial viability as well as strong, engaging design. The brand strategy can flex and grow as we do too.” Part of an ongoing relationship with Present Life, Robot Food will continue to support Healist with digital content creation, and act as brand guardians. Launched online in March, Healist plans to break into mainstream retailers in the US, followed by the European market dependent on the changes to CBD regulations. Integrated advertisement created by Robot Food, United Kingdom for Healist Advanced Naturals, within the category: Health.