Core Strength Starts in the Gut

STRONG CORE. STRONG GUT. Strong you.

True core strength isn’t built by just crunches or planks. It’s built through daily training that starts at your body’s core: your gut.

Culturelle Probiotics makes that daily gut training simple. Acting as your microbiome’s personal trainer, keeping your health on track and building the kind of strength that compounds over time and powers everything you do.

To help consumers rethink their approach to core strength, we appointed Culturelle’s first-ever Chief Wellness Ambassador—a recognizable face in fitness and wellness who knows that real strength doesn’t start in the gym, but in the gut—Peloton Instructor Jess King.

In her role as CWA, Jess championed daily gut health in culture-forward, relatable ways across broadcast, digital and PR channels.

Results:
Jess King engaged audiences at nearly double the rate of other OTC spokespeople. With viewers finding her engaging, energetic, and credible. The Core Strength message resonated strongly with the core audience of health-conscious women 25-50.

Consumer statements:

• “I love how informative it is. They showed what the product is and why it's important, especially when it comes to your health. I always take health seriously, so this was good!”

• “Loved this ad! The actor was cute and fit, and her outfit was adorable! She had good information and made me feel confident about talking to my Dr about probiotics.”

• “Now that I have a better understanding of what Culturelle is, I'm more likely to use it.”

• “You got my attention because, of course, probiotics are something that is needed as you get older, so it's very informative.”