Vitamins for people that don’t do vitamins

Bassetts Vitamins today launches its new brand platform called ‘Vitamins for people that don’t do vitamins.’ The digital-first campaign is the debut campaign for the new adult vitamin range and is designed to show that Bassetts Vitamins is for everyone, not just kids. Devised by agency of record, VCCP London, the new campaign advocates that taking vitamins should be easily accessible, fun and effective for all. This is the first piece of work for VCCP London since it acquired the Bassetts Vitamins business in October last year. 

Bassetts Vitamins recently launched a new range of vitamins set to both shake up, and bring simplicity to the vitamin category, by offering tailored and comprehensive forumations for all the family in an easy-to-take chewy format. The new adult range marks the first new additions since Bassetts Vitamins launched their first adult product in 2015, and includes: Pregnancy, Woman, Man, Woman 50+, and Man 50+. The new platform, which launches across the UK is designed to shift the misconception that Bassetts Vitamins is a brand solely for kids, and instead heroes the complete range for both adults and children. 

The new brand platform aims to challenge the vitamin category, and launches with the strapline ‘Vitamins for people that don’t do vitamins.’  The campaign creative injects realness into the category in a bid to connect with the everyday customer, and banish outdated stereotypes and unrealistic portrayals of the healthcare product category. By intentionally avoiding the use of models and complicated medical jargon, the new brand platform creative is playful and modern aiming to reach a broad cross section of UK adults who are both purchasing for themselves, and their household. 

The campaign will run across OOH, DOOH, YouTube and social (Instagram and Facebook), and includes bold, honest and down-to-earth messaging which speaks to ‘real’ people who aren’t obsessed with vitamins. The campaign creative embodies the iconic colourful feel Bassetts Vitamins has always had, but instead looks to position itself in a tongue-in-cheek, ‘adult’ manner. The typography has been developed by Rude Studios, and the work is a step change from stereotypical healthcare positioning often associated with vitamin and healthcare marketing. 

At the heart of the campaign are different variations of the hero strapline ‘Vitamins for people who don’t do vitamins’ and the language aims to speak to the everyday person who aspires to keep fit and healthy, whilst leading normal, busy lives. Presented on bold, colourful backgrounds, all creative iterations of the new campaign feature a playful Bassetts Vitamins iconic red gummy which replaces the letter ‘O’ across all campaign messaging.

The red vitamin can be seen to look as though it’s been pressed like a big red button, and all three, colourful 6” videos will launch across YouTube, featuring bold language set against colourful, contrasting backgrounds. 

The digital first campaign creative features hero shots of the new Bassetts Vitamins products, and similar campaign creative will roll out across social channels and DOOH, again featuring the red Bassetts Vitamin as the focal point and playful campaign language such as ‘but all in a little squidgy gummy.’ 

Skye Walter, Marketing Manager, Ernest Jackson & Co Limited said: “We’re passionate about creating a product range that caters to entire households, not just kids.  I’m delighted about our new Bassetts Vitamins campaign as it works hard to cancel the complexities of the vitamin category, and take the confusion out of knowing which vitamins to buy. VCCP London nailed the brief, and our latest campaign is fun, punchy and relatable - even for those people who don’t ‘do’ vitamins!” 

Caroline Rawlings, Creative Director at VCCP London added: “Oh, this project has been such a joy. A campaign for vitamins that doesn't give you that sinking feeling of guilt, as if you should be doing better at life like that shiny person on the posters. The team has created a campaign that feels completely Bassetts. Colourful, honest, hardworking, doesn’t take itself too seriously, and completely at odds with the rest of the category in the best way possible. Here’s to the people who aren’t really vitamin taking people finding the vitamins for them. All credit to the team here, over at Bassetts and our brilliant designers. It’s brave work that I’m jolly proud of."

Bassetts Vitamins latest brand campaign ‘Vitamins for people that don’t do vitamins’  will run from today in the UK for 6 weeks and will roll out across OOH, DOOH, YouTube and social (IG & FB). A PR campaign will be run by H&K strategies and all media has been planned and executed by Carat. 

The complete Bassetts Vitamins range is now available to buy in Boots and Tesco’s amongst other retailers across the UK.