Emergen-C: Emerge and See

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

What was the irrefutable consumer insight?

My environment leaves me physically and emotionally vulnerable, and I want to be empowered to be my best self.

Describe the marketing challenge.

In 2012, Pfizer Consumer Healthcare acquired the Emergen-C brand. In two short years, the company aggressively grew the brand driven by the 2013/2014 campaign, Making Healthy Contagious.The insights work that inspired this campaign was the recipient of two gold Ogilvy awards in 2015, as it solidified Emergen-C's position as the #1 Immune Support brand in the U.S. That was Chapter One in the brand's story. Now the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands