The Culturelle Difference with Jessica Alba

The difference is culturelle

Culturelle partnered with actress, entrepreneur and mom, Jessica Alba for “The Difference is Culturelle” initiative that highlighted the values that Alba and the brand share—a commitment to high-quality, effective products made with safe and scientifically proven ingredients for the whole family.

The campaign demonstrates a realistic approach to healthy living—life is busy and never perfect, but taking Culturelle is an easy step to make a difference in your overall digestive and immune health.

• During the campaign, Culturelle's top competitor was outspending the brand by 2,275%, yet Culturelle's unaided awareness was 200% higher among the target.

• Unaided awareness increased from 16% to 22% in the first month, demonstrating a surge in brand saliency.

• Digital recognition of the campaign was higher than any historical digital campaign for the brand.

• The broadcast campaign’s attention index exceeded the category benchmark by almost 70 points.

• A post campaign tracking study showed consumers viewed Culturelle as safe, trustworthy and healthy.

• Immediate results showed a 12% increase in sales from previous period.

Awards & Recognition: