OAKLAND, Calif., June 7, 2017 /PRNewswire/ -- Renew Life
Ultimate Flora Probiotics, a leading manufacturer of digestive
health solutions, aims to shift the conversation about gut health
in its newest - and boldest - campaign in the brands' 20 year
history. In a category traditionally led by symptom management and
negative perception, Renew Life is redefining how to talk about gut
health with the launch of its "Being Human Takes Guts" integrated
marketing campaign, which sheds light on the positive benefits that
come with a healthy, balanced gut.
Award-winning actor, William H.
Macy, lends his voice in two videos, including the launch
anthem video featuring real people and the inspiring things they do
every day, both ordinary and extraordinary, that take guts. Macy's
wife, award-winning actress Felicity
Huffman, will lend her voice to future spots and serve as
the campaign spokesperson. This marks the first time the famous
couple have collaborated on a project in several years.
"As they say, life takes guts. Felicity and I try our best to
lead a healthy lifestyle and that includes keeping our gut in check
because it plays an important role in our overall health," said
Macy. "Everything from growing up today to becoming an adult to
parenting requires a relentless perseverance to reach our full
potential as human beings. That's why we were excited to
collaborate with Renew Life on this inspiring campaign."
"Being Human Takes Guts" is the first brand campaign executed by
FCB Chicago (Foote, Cone and Belding), which became the agency of
record for Renew Life Probiotics in 2016. FCB is leading the
integrated campaign, which includes a total of four videos (:15 and
:30) that will run online, across social media channels and be
featured on the brand's website. The integrated campaign also
includes print ads and will be supported with public relations and
influencer promotion (Purple Door Communications), media (AKQA and
OMD) and social media efforts (handled internally). In addition to
lending her voice to future spots, Felicity
Huffman will serve as the campaign spokesperson to help
educate people - especially those interested in living a healthy
lifestyle - on the importance of gut health.
"Bill and I are a part of this campaign because we
know firsthand the benefits of a healthy gut," said
Huffman. "Eighty percent of our immune system is located in our
gut, making it the cornerstone of good health. Everyone
in our house takes a Renew Life probiotic daily and it's made a
huge difference - we're healthier and have more energy. It's a
small investment with a big return that helps power our
potential to be healthy and take on your day."
Research shows the benefits of a healthy gut can positively
impact immune health, energy, sleep, digestion, happiness, memory
and more. However a recent survey[1] shows
that nearly three quarters of women (72 percent) have experienced
an occasional digestive/gut issue in the past 12 months, but nearly
two in three women (64 percent) aren't willing to talk about gut
issues with their friends. These insights drove the creative
development and execution of the campaign, which is aimed to reach
women aged 25-54 with a focus on gut health education.
"The gut is not the source of your problems; it really is the
source of your potential," said Katie
Keil, marketing director Renew Life. "We're challenging
conventions within the probiotic category to turn the conversation
around from one that is often negative and shameful to one that
educates and inspires people to care about their gut health."
The campaign also features a mix of influencers that exemplify
what it means to live life with guts. The influencers featured in
the anthem video and three future videos include:
- Adrianne Haslet, professional dancer, Boston bombing survivor and amputee, marathon
finisher, inspirational speaker
-
- "I've always been focused on my health, especially now, and
I've realized much of my success relies on the health of my core or
my gut."
- The Quinones family: mother and model Amanda Quinones, her husband, Mike and their son
Micah, child model with Down Syndrome and star of the
@lifewithmicah Instagram account
-
- "Parenting takes guts; we don't view Micah's disability as a
limitation. We use probiotics to help keep our entire family
healthy so we can reach our full potential."
- Marley Dias: Twelve year old activist behind the
#1000blackgirlbooks movement, Marley is determined to highlight the
need for more black girls as the main character in children's
books. She is also an author and aspiring magazine
editor of her own magazine.
-
- "People have told me I'm their hero. I just wanted to read more
books about people like me. I think everyone can be their own
hero."
"Our work recognizes that being human isn't easy – it's not
about judging what people do or how they act, but celebrating the
sheer fact that they are real, amazing people, trying their best,
and living life with guts" said Liz
Taylor, Chief Creative Officer at FCB Chicago. "The cast is
comprised of real people with real stories and authentic
relationships – celebrating all of the ways being human takes
guts."
To help keep your complex digestive system thriving and restore
good bacteria, Renew Life Ultimate Flora Probiotics deliver unique,
potent formulas that contain tens of billions of cultures, and
multiple probiotic strains to help achieve better digestive and
immune health, among other benefits.*
Being human takes guts. Make sure yours are up for it. Better
probiotics makes better humans. Renew Life Probiotics are sold at
major retailers like Target and Walmart, in addition to specialty
health and nutrition stores. For more information visit.
#beinghumantakesguts
About Renew Life
By focusing on innovation and proven
science to create powerful and effective formulas, Renew Life has
become a leader in gut health and wellness. Our mission is to
empower you to elevate your quality of life through better gut
health. For more than two decades, we have pioneered
superior-quality digestive wellness supplements to help people
achieve optimal health from the inside out*. These include
probiotics, fiber, digestive aids, enzymes, and internal cleanses.
Our flagship brand, Renew Life Ultimate Flora™, is a line of
potent, multi-strain probiotics formulated to balance and support
the good bacteria found in a naturally diverse and healthy
gut*. Learn more at www.RenewLife.com and follow us
on Instagram/Facebook @RenewLifeFormulas and Twitter
@RenewLifeInc.
NYSE:CLX
CLX-B
About FCB
FCB (Foote, Cone & Belding) is an
award-winning, fully integrated marketing communications agency
focused on creative ideas that have the power to transform
brands, businesses, and communities. With more than 8,000
people from 120 offices in 80 countries, the network brings a
strong understanding of local markets and cultures while continuing
a heritage of creativity and success dating from 1873. FCB is part
of the Interpublic Group of Companies (NYSE:IPG). Learn more
at www.fcb.com or on social media (Twitter/Instagram:
@FCBglobal, Facebook/LinkedIn: FCB Global).
*These statements have not been evaluated by the Food and Drug
Administration. These products are not intended to diagnose, treat,
cure, or prevent any disease.
Media
Contact:
|
Katie Young, PDC
PR
|
|
401.529.3955
|
|
katie@pdcpr.net
|
[1] This survey was conducted online within
the United States by Harris Poll
on behalf of Renew Life Probiotics from November 9-11, 2016 among 1,127 U.S. women ages
18 and older. This online survey is not based on a probability
sample and therefore no estimate of theoretical sampling error can
be calculated. For complete survey methodology, including weighting
variables, please contact Katie
Young at Katie@pdcpr.net.
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SOURCE Renew Life