Blackmores: The power of knowledge: How an 80-year-old reclaimed thought leadership

This case study looks at the Australian vitamin brand Blackmores and its campaign that changed the way consumers saw their health, and reclaimed its position as a thought leader.

Blackmores: The power of knowledge: How an 80-year-old reclaimed thought leadership

N.B. Some data in this case study has been removed for reasons of confidentiality, such as percentage changes in value sales, brand growth vs. category and ROI.Executive Summary

In 2015 Blackmores changed the way Australians understood their health and was rewarded for it: Outpacing category growth, and achieving incremental value sales and a return on investment.

Before the campaign Blackmores' growth was lagging behind the market it had pioneered. In the face of this, Blackmores was brave enough to divorce itself from the category's winning formula: No celebrity...

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