Eat less sugar. Exercise more. Get your five a day. These are all messages that echo in our conscious on a daily basis. People are taking more responsibility for maintaining their own health, both physically and mentally and there has never been a better time for brands to assist consumers on their journey.
Arianna Huffington, Founder and Editor in Chief of the Huffington Post, recently set out her vision for a life beyond wealth and power, one that encompasses wellbeing, wonder and the act of giving. In the past year, Google, Procter & Gamble and Apple have enlisted the help of mindfulness coaches, whose sole purpose is to create a happier and more productive workforce.
Similarly brands are recognising that looking after the wellbeing of customers makes good commercial sense. Since launching in 2009, the UK government’s Change4Life scheme has attracted over 1.9 million families and the support of over 100 much-loved brands, from Argos to Netmums. The latest ads – created by M&C Saatchi, with partnership marketing by 23Red – suggest ‘smart swaps’ to help families eat more healthily.
Health and wellness is not a fad – it’s a way of life. Ultimately, consumer interest can only increase as health concerns do and it is those brands that find authentic routes for conversation that will succeed.
Back in 2008 Sky unlocked a ground-breaking sports marketing opportunity by investing in British Cycling. The sport had, until this point, been a minority leisure activity in the UK. For the first time the British cycling team – Team Sky - had the financial backing to enter and ultimately win the Tour de France, on two occasions.
Taking their involvement a step further, Sky set an ambitious target, to get over one million people on their bikes. By 2012, they had achieved this ahead of schedule. From the big Sky Ride events to smaller guided rides with trained professionals, Sky has supported people of every ability.
Employees are also encouraged to cycle to the office and are supported when training for competitive events. “Whether it’s staff or people outside our company, cycling works for us as a business as it’s really shifting the perception of the brand,” said Tricia Thompson, Head of Cycling at BSkyB.
Agency: RPM & Antidote
Earlier this year, Westin Hotels unveiled a new brand positioning urging guests and employees to live a healthier lifestyle. The Westin Well-Being Movement promises group yoga sessions, organised runs, healthy eating and a restful night’s sleep.
Taking responsible drinking one step further, Heineken launched a social experiment dubbed ‘Dance More, Drink Slow.’ At a club in New York, Heineken monitored the amount of lager that was drank on two separate nights. The experiment proved that when clubbers were engrossed in a live DJ set - from superstar DJ Armin van Buuren - they consumed less, highlighting the ability to influence drinking behaviour.
Agency: Publicis
Kleenex wanted to help families stay away from colds and flus, so the tissue brand tied up with the US Centre for Disease Control to create a proprietary online forecasting tool that could predict when a US city was expected to have an outbreak – letting customers stock up on tissues in time.
Agency: VML
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