A resource lift and key-visual update for a French dietary supplement brand

OLV for

smart

Famvital®

®

Famvital

Business goal: attract a new audience segment aged 25–35, refresh the brand image to make it more modern and relatable to the target group, increase digital awareness and engagement, and strengthen loyalty among existing consumers

Бизнес-цель: привлечь новый сегмент аудитории 25−35 лет, обновить имидж бренда, сделать его более современным
и близким целевой группе, повысить узнаваемость и вовлечённость в digital-каналах, укрепить лояльность текущих потребителей

Famvital® is a brand of the international pharmaceutical company Besins Healthcare, with a century-long history

Famvital®

Besins Healthcare

Marketing objective: сommunicate the product’s USP in a short 15-second video to two audience segments: the core 35+ segment and the new 25–35 segment

CLIENT

Из точки А в точку Б: метафора лифта
как визуализация ключевого преимущества продукта

From point A to point B: the elevator metaphor as a visualization of the product’s key benefit

We conducted in-depth interviews with representatives of the segments and found an image that is understandable and recognizable for both types of consumers, does not alienate the established core, and creates an instant recognition effect

Result: an OLV that is easily adaptable to media tools and any communication scenario. The product is shown not in isolation but as part of the lifestyle of both audience segments, an essential accessory and style element. The metaphor sparked an update of the brand’s entire visual code

One image solves four business objectives

We found a balance between product-focused, fashion-style imagery and the limitations required for supplement advertising: the metaphor does not promise a cure but conveys a lifestyle desired by the audience