In the competitive world of calcium gummies and pills, the tasty, silver-wrapped Viactiv chew stood out as a uniquely convenient way to get your RDA of calcium. What didn’t stand out? Their site. It was dated, and couldn’t support product extensions.

We mined the research and crafted our strategy around owning the balance of the product’s great taste and great health benefits. See it here.

Role: Strategy, Concept, Creative Director, Copy