Bio-K+ breaks Pain in the Gut campaign
By Rob Bale
Montreal-based Bio-K+ has begun a campaign called “Pain in the Gut” for its line of probiotic products. The effort highlights the product as providing assistance to prevent digestive discomfort at inconvenient times. The creative depicts interrupted personal moments at a yoga class, a family occassion and a romantic dinner. The campaign consists of audio, video, digital and social media advertising, as well as influencer activities and retail materials. Bio-K+ is a subsidiary of Kerry Group.
“With this campaign, we're highlighting those everyday gut moments and showing how our evidence-backed products help people feel their best when it matters most,” said Caroline Côté, marketing director at Bio-K+. “‘Pain in the Gut’ underscores what sets Bio-K+ apart: decades of research, clinically studied strains and a commitment to real, science-driven solutions.”