Let’s face it, being healthy is more overwhelming than ever (Keto, Whole30, Mediterranean, DASH, MIND…the list goes on!). For instance, I’m (mostly) Vegan at home and a Vegan-cheater (mostly) away from home. That’s why GNC, in its first major campaign in recent years, reminds us that they are not only the authority in the wellness space, but will also meet consumers where they are no matter how their wellness journey is defined.
With “There for You,” a new creative spot from Havas NY that launched this earlier month and has over 1m views on YouTube, GNC wants to make wellness fun and reaching goals even easier.
The new campaign features a spirited new spokeswoman named “the Coach,” who is the ultimate expression of the GNC brand purpose to help people live well by offering quality products coupled with a personalized customer experience.
Like all GNC associates, the Coach is always looking out for their customers, and cheering them on to reach their goals. In the ad, she has reclaimed the infamous GNC team colors and makes it easy to distinguish she’s there to help.
This Coach doesn’t just hang out in the GNC store, she’s showing up wherever customers are to help them live out the best versions of themselves. She’s confident, knowledgeable, and delivers actionable advice with lots of personality. Watch below:
Havas NY CCO, Harry Bernstein said, “Consumer views of diets are evolving. It’s more about lifestyle change than short-term weight loss, so we needed to reflect that with our creative. From a female spokesperson who appeals to everyone to content that playfully pokes fun and today’s wellness trends, the spot reaches a broader audience with a clear and simple message: whatever you want to achieve, GNC can help. From slimming, to sleeping, and everything in between.”
GNC Chief Brand Officer, Ryan Ostrom added, “Through this campaign, we’re inviting consumers to see GNC in a different light. Everyone has a goal that would help them live a fuller life. GNC is a modern brand— and the authority that people turn to for innovative products to meet their wellness needs. Our coaches use a customer-first approach to help you get your goal on and put you on the path to live well.
This humorous campaign is a reminder that GNC is more than the innovative products they are known for, rather they represent a community and resource to help consumers make healthier choices and ultimately live well.
The campaign will exist on TV, Online video and radio as well paid social.
AGENCY – Havas
- Harry Bernstein – Chief Creative Officer
- Nick Elliott – Creative Director, Copy
- Joseph Delhommer – Creative Director, Art
- Conor Dooley – Senior Copywriter
- Eddie Camacho – Senior Art Director
- Cathy Pitgoff – Head of Production
- Jen Tengalia – Senior Producer
- Diane Wolfe – Senior Business Manager
- David Gillespie – Group Strategy Director
- Elena Grasmann – Managing Director
- Laura Brillanti – Account Director
- Clare Ryan – Account Executive
PRODUCTION COMPANY – Caviar
- Jason Woliner – Director
- Michael Sagol – Executive Producer
- Luke Thomlinson-Clark – Producer
- Damian Acevedo – DP
EDIT – Mackcut
- Ryan Steele – Editor
- Devon Flint – Assistant Editor
- Gina Pagano – Post Producer
- Tim Masick – Co3 – Colorist
- Paul Weiss – Sonic Union – Audio Engineer
SOURCE: Havas, New York