Neuriva: It’s Time to Brain Better

Neuriva, a brain health supplement, launched its brand in the US by creating a 360-degree campaign that used humour to show that everyone can benefit from brain supplements.

Campaign Summary

To launch into a category rife with skepticism and dominated by one brand, Nueriva leveraged a universal insight that humanized brain performance and made supplementation something for everyone—not just those with memory issues.

We realized it's only when our brain wows us—for good or for bad—that we connect emotionally with it. Our campaign brought this to life through a series of brain fails and victories that connected with a new, younger, engaged consumer—putting us on a path to overtaking our competition within 4 months of launch

Marketing Context

A small segment of the $26 billion+ US VMS (Vitamin,...

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