UK – Gut health brand Symprove has launched an advertising campaign that pokes fun at the glut of gut health fads that emerge at the start of each new year.
A digital ad features model and presenter Lisa Snowdon in classic influencer mode touting gut candles, anal crystals and a bowel counsellor who talks to her stomach. Then a sharp cut allows Lisa to reveal she is joking, that these aren’t real products. The aim of Symprove’s campaign is to cheekily call out preposterous and potentially dangerous health trends, but also to let IBS sufferers know they can rely on Symprove because its products are backed by science.
What we’ve seen in Accredited Beauty applies across health and wellness too, which is that consumers feel safer using products that revel in their expertise. Sophie Muller, head of brand at Symprove, says: ‘Our aim is to make sure consumers know where to get the right help.’ The campaign was launched across Symprove’s social media channels in January and will be backed by print advertising.
Where once the science behind health and wellness products felt rarefied or could be considered boring, consumers now seek out this information. They are keen to engage with brands that prioritise knowledge and delight in showcasing their expertise