Client: Blackmores, 2018
The Problem
Blackmores had spent over 80 years building a trusted natural health brand in Australia. But in Asia, particularly in developing markets like Vietnam, the brand was relatively unknown, and the category itself was an uphill battle. Vitamins and supplements weren't seen as necessities.
In markets where traditional and herbal medicine had been trusted for generations, a Western supplement brand had to do more than just show up. It had to earn trust.
The Idea
Stop selling supplements. Start understanding the people who need them.
We identified mothers as the key audience, the health guardians of Asian families, and built a campaign that met them in their reality.
Rather than leading with product claims, we led with empathy. Each execution acknowledge the specific demands of a mother's life—the career juggle, the pregnancy, the daily grind of self-care—and positioned Blackmores as the brand that genuinely understood what she was going through.
We built a consistent visual system around the iconic Blackmores bottle, which unified the campaign across the various markets.
My Role
As the lead copywriter, I developed the full regional campaign toolkit, writing headlines, body copy, and key messaging for rollout across ASEAN markets such as Hong Kong and Vietnam.
The Result
The campaign successfully established a consistent brand voice for Blackmores across Asia, building awareness and trust in markets where the supplements category had historically faced significant cultural resistance.
