Abbott Ensure launches new campaign and positioning via Now Screen and Bastion Brands

Abbott Nutrition has launched its latest campaign with a new position for its Ensure health shake via Now Screen and Bastion Brands.

The campaign objective was to reposition the product as a health shake, changing its reputation as a dietary supplement for older people.


Bastion identified an insight that for the active adult generation, especially those around 55 years’ old, the commentary from family, friends and workmates started suggesting it was time to slow down, take it easy and stop doing even the things they loved doing, simply because they were getting older.

With the fact being that those over 40 start to lose muscle mass at a rate of around 8% per decade, Now Screen created a new positioning line ‘Be Strong. Be sure. With Ensure.’

The campaign is spearheaded by a 30-second TVC featuring older Australians being active in the outdoors – hiking, swimming and cycling. Each of three characters tell the audience what ‘they’ – the people around them- say to them as they age, each relaying messages telling them to slow down and take it easy. Visuals of the product, and shots of it being enjoyed by the characters, are accompanied by a voiceover explaining the benefits of Ensure. The spot comes to an end with a new line from each of the characters – “I say…”, ‘keeping going’, ‘let them keep up with me’, ‘just a few more laps’.

“No matter how willing the mind may be, if the flesh is weak, then performance is going to suffer,” said Mardi McConnochie, Now Screen senior writer. “By tapping into the insight that active adults want to stay active no matter what society says and combining that with the reality that muscle mass declines with age, we’re able to position Ensure health shake as an essential part of an ongoing daily regime for active adults.”

“Ensure health shakes contain protein plus 28 vitamins and minerals including Vitamin D to maintain muscle strength,” added Ricardo Yoshioka, senior brand manager Abbott. “It really can make a difference to people’s ability to keep doing the things they love. It’s been great to oversee such a collaborative process and end up with such a high quality, powerful campaign.”

The TVC is part of a multi-media campaign across free-to-air, BVOD, and digital and includes behind the scenes interviews with the actual actors who appeared in the commercial talking about the challenges they face as they get older and how they overcome them.


Client: Abbott Nutrition
General Manager: Peter Dydusiak
Consumer Marketing Lead: Matt Petersen
Senior Brand Manager: Ricardo Yoshioka

Creative Agency and Production Company: Now Screen
CEO: Mark Silcocks
Australian Client Service Director: Andrea Robertson
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Art Director: Manuel Rey
Producer: Michael Hollis
Producer: Renata Macri
Director: Jason Wingrove
Editor: Esteban de la Concha
Sound: Mark Gluhak

Branding Agency: Bastion Brands

Animation House: Fanatic



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