Culturelle® Probiotic

Brand Strategy | Advertising | Digital | Video | Print | Brand Guidelines

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Culturelle: 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.


“Working with Grok is a pleasure. They have become true business partners, understanding our business challenges and embracing the opportunities with sound strategic vision. Their creativity and execution has been spot-on and have helped us achieve tremendous success. So glad we left our ‘big’ agency and hired Grok!”

– Susan Lewis, VP Marketing


Growth is good.

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.

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Connecting is good.

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.  


Consistency is good.

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.



  • Brand equity tracking shows the campaign is the most recognized by consumers in the category.

  • The work exceeded benchmarks in consumer copy testing and helped cement Culturelle’s position as #1 top-of-mind probiotic brand.

  • Further, Culturelle has increased perception of being high quality, trusted, and safe; the latter of which is a key driver of purchase intent in the category.