The Project

Europe’s #1 Probiotic Is Already Here

For American wellness seekers, a European pharmacy haul is more than a shopping trip. It is a form of insider discovery. Products that are commonplace to Europeans feel coveted abroad, with the pharmacy setting lending them an added sense of science, credibility and authority. Bringing them home signals that you know what the locals know. The only limit is how much you can fit in your suitcase.

Omni-Biotic had everything Americans look for in those discoveries: more than 30 years of microbiome research, over 100 clinical studies and the status of Europe’s #1 probiotic brand. But in the U.S., it was entering a crowded category where every brand appeared to make the same claims about science and survivability.

Our idea was simple: Europe’s #1 probiotic is already here.

The campaign film follows an American traveler in a European hotel room, repeatedly sacrificing clothes to make space for boxes of Omni-Biotic. The reveal: she no longer needs to. The product she would travel across the world to bring home is now available in the U.S.

The Result

A truly integrated U.S. launch. Impact out of home at JFK, connected TV, social, performance and digital, all pointing to one line and one destination, ombioticlife.com. The campaign made Europe's best-kept secret in gut health a reason to buy, driving significant new customer acquisition and sales growth in its first weeks in market.