MenaCal.7: Woman to the Bone

MenaCal.7, a calcium supplement brand, launched the Woman to the Bone campaign which creatively positioned the brand with a heart by celebrating women as the backbone of South Africa.

Opening Statement

Osteoporosis affects approximately 200 million women globally. MenaCal.7, a calcium supplement, is a brand known for its functional benefits of supporting bone health, but it had no emotional connection with consumers.

MenaCal.7's Woman to the Bone campaign creatively positioned the brand with a heart by celebrating women as the backbone of our nation. The two-month, purpose-driven campaign took a bold stance on the contribution women make to society, while addressing the irony that women's bones are more susceptible to calcium deficiency.

The campaign significantly strengthened MenaCal.7's brand, increased product sales by 27%, and raised >R280,000 for...

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