Adrien Gagnon supports wellness for busy HKers with new campaign

Health and wellness brand Adrien Gagnon (楓之寶) has launched a campaign promoting its new product line as a "divine helper" (神幫手) to support busy Hongkongers in maintaining their best state every day.

Designed to offer consumers an easy and enjoyable way to support their wellness journey, the full range of the nutritional gummies includes “CALM-D” (放鬆啲), “RELAX-D” (紓壓啲), “FOCUS-D” (專注啲), “PRETTY-D” (Q彈啲) and “MOIST-D” (水潤啲).  

Done in collaboration with PR agency RSVP Communications, creative agency ROLLROLLROLL, and media agency PHD, the campaign targets health-conscious young adults and business professionals aged 18 to 44.

To capture its target demographic of young, health-conscious business professionals, the campaign has implemented an influencer collaboration, with Ah Jeng, Foodscience Oppa, and Channel1 playing central roles in the strategy. For example, Ah Jeng created relatable content with a playful narrative, comparing being picky about gummies to being selective in choosing a partner on her Instagram. Her posts resonate with the target audience by positioning the products as her "divine helper", framing CLAM-D as a solution for emotional feelings and RELAX-D for improved sleep.

Meanwhile, Foodscience Oppa has added an educational perspective by harnessing the viral MBTI personality trend. He segments the products for his Instagram audience, recommending sugar-free RELAX-D for organised “J” types, FOCUS-D for spontaneous “P” types, and CALM-D for “F” (feeling) types experiencing emotional days.

To further translate CALM-D’s calming benefits into a tangible, humorous, and relatable everyday situation, the campaign has partnered with Channel1 for authentic, scenario-based storytelling. Using humour to connect with audiences, the content features the tagline, "Eating CALM-D every day makes my boyfriend's life easier" (日日食Calm-D軟糖 男友生存都容易啲！).

To build mass awareness and drive consumers in-store, the campaign has taken over high-traffic locations with MTR and KMB out-of-home (OOH) advertisements.

A key strategic pillar of the campaign is a cross-brand collaboration with KMB, according to Adrien Gagnon. This partnership has extended beyond traditional OOH advertising to include the KMB app's "Gummy game”. This interactive gamified experience allows users to play and redeem a HK$20 coupon, directly incentivising product trials and bridging the gap between online engagement and offline purchase (O2O).

Don’t miss: Adrien Gagnon and KMB launch sleep-inducing white noise experience

Back in March, Adrien Gagnon partnered with the Kowloon Motor Bus Company (KMB) to launch a sleep-inducing white noise experience, celebrating the World Sleep Day.

The participants created their own bus-themed sleep white noise playlist on an Adrien Gagnon-themed bus, as well as learning more about natural sleep aids and practising simple massage techniques to relieve stress, allowing themselves to rest and fall asleep during the short bus ride. 

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