Despite continued growth in the probiotic category, most consumers still see probiotics as a quick fix, not a long term health strategy – hence usage often drops off once the initial condition improves. Our challenge was to educate Aussie women on the whole body benefits of long-term probiotic use, and find a way to make taking her Inner Health capsule as much a part of her daily routine as brushing her teeth. What’s more, we needed to get our message across in a way that felt playful and engaging, instead of annoying or demanding.
Our solution was Pep: a free mobile web app that combines daily SMS reminders to take your probiotic with gut-related health tips, a wellness tracker and simple mindfulness exercises to improve your whole body health – all delivered in a warm and witty tone of voice designed to resonate with our target customer of 30 & 40-something women.
