Thera
logix
Supplements taken seriously
What
Brand narrative and campaign for a no-messing brand in a very messy category.
Role: Copy, concept
Client: Allen Jones, Theralogix
Art Direction and video production: Sundry
The Work
BRIEF: Help Theralogix convey the scientific rigour that sets them apart from the unregulated supplements industry.
BRAND STORY: Theralogix supplements aren’t for the casual user: Their premium, third party-tested product comes at a price, and they only sell courses in quantities that can begin to have an effect (usually 60s). Our brand story, Supplements taken seriously offers the opposite of a quick fix and speaks only to those willing to make the investment of time, money and research – because if you’re not going to take supplements seriously, you really shouldn’t take them at all.
Theralogix ‘Supplements taken seriously’ brand spot
CREATIVE DEVELOPMENT: After originally being engaged to contribute paid media headlines to capitalise on some recent TikTok attention, I worked with the client CMO to develop Supplements taken seriously as Theralogix’ new brand platform.
After our manifesto won the support of the brand’s leadership, I developed the Serious Numbers concept that would become the brand’s first campaign under the new organising thought, spelling out in solid, uncontestable data, just what sets Theralogix apart from the rest.
The series, art directed and produced by Sundry, included product-specific follow-up spots.
The line is now rolled out as Theralogix’ main brand line across their channels.