Probiotics are a huge trend in health & wellness. With good reason. There is growing recognition of the role of gut health in everything from immunity to vaginal health. But with any trend comes brands riding on it without much thought to quality. Women are a primary target, one: because we have vaginas and skin that “must” be flawless, two: because we pay a lot of attention to our health and wellbeing, and three: because we’re suckers for product claims.
Arrae has developed its own supplement niche. The products focus on women’s “problems” – bloating, weight, sleep, calm, etc. Its largest collection is a gut health range and Red Tettemer O’Connell and Partners (a ModOp company) has created a campaign that focusses on its newest product, Triobitic, a do-it-all product that the brand says provides “360 microbiome support, boosted immune defences, healthy vaginal pH levels, optimised digestion, and protection against visible signs of aging”.
The campaign’s winning edge is its fusion of elegant styling, empathy with women, and blunt language. Its three spots, Sh*t Talk, 🍆appointment and Cancel Culture, use no bullshit humour to remind women of the dramas they go through to be “women” and to mock competitors that make promises with products that don’t deliver.
Red Tettemer O’Connell and Partners built the campaign with a team of the greatest experts on the subject of women’s health and wellbeing – women: The films were directed by actress and writer, Alison Rich, and supported by an all-female leadership team from RTO+P and production company, Imposter.
The US campaign is running nationally online on 10.20 across CTV streaming services Peacock, Paramount+, Roku, and Hulu. It will also run organically and on paid social across TikTok, Instagram, and owned channels.
Credits:
Client: Arrae
Chief Executive Officers: Siffat Haider & Nishant Samantray
Marketing Director: Alexa Wyatt
Design Director: Tatiana Fogt
Creative Agency: Red Tettemer O’Connell + Partners
Chief Creative Officers: Steve Red & Steve O’Connell
Associate Creative Director: Rachael Timmerman
Copywriter: Camille Seidel
Designer: Katie Gelfand
Managing Partner: Carla Mote Red
Account Manager: Christina Castaldo
Strategists: Angus McCoubrey & Kendra Levitt
Media: Direct Avenue
Production Company: Imposter
Director: Allison Rich
Director Of Photography: Madeline Kate Kaan
Executive Producer: Mercedes Allen-Sarria
Producer: Jeff Kopchia
Post Production & VFX: Rto+P
