Serve and Protect Your Gut: The Probiotic PD

Probiotic PD

The probiotic industry is growing at a rapid pace year over year, with new products consistently being introduced to the category. Given the scale of choice in product offerings, there is a high level of consumer confusion regarding probiotics and their benefits. With so much misunderstanding, Culturelle® Probiotics sought to educate consumers and differentiate their product from the competitive set.

Culturelle® Probiotic Police—a series of videos which follows two probiotic police officers as they help fight crimes against the digestive and immune systems—goal was to educate consumers on probiotics in a new, entertaining way while differentiating Culturelle® Probiotics from its competitors.

The probiotic detective team tackled consumer cases ranging from the efficacy of specific strains to the difference between supplements and probiotic-enriched foods, as well as from the number of Colony Forming Units (CFUs) in a product and the distinctions between single vs. multi-strain probiotics.

Within the first month the series received over 2.5 million views with a completion rate 77% above industry standards. Comments left in social channels indicated a new understanding of Culturelle® Probiotics through entertainment.

Award: