As we age, it’s not unusual for us to get tired faster, to recover slower from injury and illness, or for our minds to feel a little more fuzzy and unclear than they did when we were younger. 

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Australian company, Continual- G, recognised these common challenges and worked with world-renowned scientists to invent the first glutathione supplement that penetrates cell walls, thanks to the powerful ingredient Glyteine. Joining with other enzymes to enable the body to produce more glutathione, our master antioxidant, it helps us fight free radicals that can cause some of the challenges that come with age or ill-health. 

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Armed with an effective and exciting solution that just wasn’t making its mark on USA and Australian audiences, and ads that weren’t producing desired return, the Continual- G team sought to build a stronger brand foundation and performance results to generate greater sales and increased revenue.

While Continual- G’s product was well-received and reviewed by purchasers, its story, and the way it communicated the benefits of the supplement were lost in complex science that wasn’t accessible or engaging for its target audience.

• First, we worked with the Continual- G team to capture the purpose and the benefits of the brand and product, and create a new, accessible and compelling set of brand messages, anchored by a value proposition and brand pillars. 
• Using our new brand foundations as a guide, we started to change the way we approach Continual- G communication. While the initial audience is people familiar with glutathione, we aimed to prepare for expansion to a broader audience of people who can also benefit from the supplement.
• We analysed the advertising approach and performance to better understand which tactics achieve optimal ROI, and developed a strategy focused on maximising the return by initially reaching people with an existing understanding of the science and efficacy. 
• Brand awareness and credibility have been built up more rapidly through consistent social posting that aligns with the new messaging, and monthly calendars are produced to strategically share product benefits, thought leadership and add value for followers.