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Be Good Inside™
Culturelle’s newest campaign establishes them as the champion of better health and wellness for all. And the brand that believes in the inherent goodness that lives inside everyone.
– Susan Lewis, VP Marketing
In the 10 years Grok and Culturelle have been working together, Culturelle has grown from one probiotic product to a full line designed for all ages: baby, kids, and adult, as well as various specific needs: heart health, energy, regularity, and more. Confident in its position of sustained leadership, Culturelle was ready to take their brand to the next level.
Culturelle needed to go beyond functional benefits and create an emotional connection with today’s consumers. It was time to communicate that Culturelle not only understood their consumers but shared their values.
The “Be Good Inside” campaign was Culturelle’s first brand campaign, successfully housing four different product platforms (and messages to different consumer segments) under a singular brand position and creative idea.
Today, Culturelle has become the champion of better health and wellness for all. And the brand that believes in the inherent goodness that lives inside everyone.