Global – Be is a new range of organic wellness supplements aimed at members of Generation D.
Products in the Be range are designed to be mixed into smoothies and yoghurts. Founded by wellness enthusiast Francesca Cronin, the brand aims to foster a community of like-minded individuals, which it refers to as the Be Tribe, and position the nutrient-rich blends as lifestyle rather than health food products.
With playful, attention-grabbing names such as Feel Boss and Fix Up, the products are geared towards Gen Viz consumers. According to Cronin, the emphasis is on having fun and incorporating wellness into a balanced lifestyle.
‘Having a raw vegan Instagram account isn’t a prerequisite for us,’ she says. ‘Some brands thrive on being elite and cliquey. Be is inclusive and casual, and designed to make you feel more at ease, like someone you would want to hang out with.’
As LS:N Global examined in Anti-authenticity Marketing, consumers are more likely to engage with brands that are honest, straight-talking and humorous in their branding and communications.