Brought a Wellness Brand
to an Underserved Audience

You are the Anser! 360° Brand Development

Vitamins Schmitamins

Mistrust of vitamins.
Don’t take my culture (don’t tell me what to eat or how to care for myself).
Black moms put everyone else first. And self care comes last.
Cultural emphasis to “look good” rather than to “feel good” has resulted in higher concentration of avoidable health issues among African Americans.

Goal

Leverage the influence of Tia Mowry and her health journey to encourage multiethnic women to be proactive about wellness.

Black and African American women feel unrepresented in wellness.
Hair is her “crown” and beauty inside and out is the way to create new behaviors.
Appeal to a multicultural audience beyond the African American community, avoiding the feel of racial profiling.
Data showed that #blackgirlmagic is opportunity to educate via radio and television.
Culture tastemakers for fashion, beauty, and music.
Less foodie, but cherish time to cook for family and community.

Cultivate a community.
Develop a behavior change model to help people evolve their perception at their own pace.
Emphasize self-care for women first, then add men and kids.
Speak how gal pals talk to each other.

Go-to-Market Strategy:

Tia Mowry radio and television promotional tour in southern United States.

Tagline:

Self-care isn’t selfish.