Can you outwalk your pet? Blackmores puts Singaporeans to the test

Blackmores is looking to engage a new generation of active consumers with the launch of “Pawlympics”, an integrated campaign that challenges Singaporeans to find out if they can outwalk their pets.

Developed in partnership with McCann Singapore, the campaign spotlights a behavioural gap among today’s fitness enthusiasts: while many are closely tracking their workouts and progress, the physical foundations that support performance, including joint, muscle and bone health, are often overlooked.

The campaign aims to reposition Blackmores’ arthritis, bone, joint and muscle (ABJ) range from being seen as a reactive supplement associated with older consumers, to an essential part of sustaining performance for younger, health-conscious audiences.

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At the heart of the campaign is the question: “Can you outwalk a pet?”. According to the release, research has shown that some pets take around 18,000 steps a day, significantly outpacing the typical office worker, who averages around 5,000 steps a day.

The idea encourages active consumers to support their mobility with Blackmores ABJ’s functional benefits, helping them keep up with their pets and sustain movement over time.

The campaign supported by a brand film featuring Mediacorp artiste Zhang Ze Tong running through a park alongside his pet, before the pair are seen doing push-ups by the beach, climbing a hill and working out together through squats and pull-ups.

In the voiceover, Zhang notes that many pets can exceed 5,000 steps a day without trying, and that while people often track speed, distance and progress during workouts, they don't track the foundations that keep them moving.

The film highlights that while joints may not show up on smartwatch stats, they play a crucial role in determining whether one is ready to exercise again the next day.

The spot reinforces the campaign’s message that consistency is not about one good workout, but about being ready for the next one. It positions Blackmores ABJ as early support for mobility, helping consumers future-proof how their bodies move and keep up with their pets over time.

The campaign was also anchored by the "Pawlympics run", a mass pet-friendly community event designed to bring the idea of consistency to life through a shared physical experience. Fronted by Mediacorp artiste Zhang, the run saw 200 participants join Blackmores on 13 June at AirCCC, Dempsey, to take on the challenge of outpacing their pets.

The event also featured a “Rest & recovery” experience hosted by Blackmores, where participants could wind down, recover and socialise with their pets.

Beyond the run, Pawlympics extends into a digital ecosystem on Strava, where Blackmores will release a series of weekly running routes inspired by real pet activity data. Participants will be encouraged to complete the routes and can be incentivised through rewards, leaderboards and exclusive offers.

The move aims to reinforce the importance of consistency while embedding Blackmores into everyday fitness routines that can be shared collectively. More details on the challenge are available on Blackmores Singapore’s Instagram page.

“Today’s active consumers are highly motivated by metrics and visible progress, but the support systems that enable fitness progress often go unnoticed,” said Andy Mckimmie, country manager for Blackmores Singapore and eCommerce lead for Southeast Asia.

“Many young people take their mobility for granted, only paying attention when something breaks down. With 'Pawlympics', we’re highlighting the importance of proactively supporting joint, muscle and bone health — not just to perform today, but to future-proof how they move over time,” he added.

Peh Xin Ying, creative lead at McCann Singapore, said the campaign was built around a blind spot in fitness behaviour.

“As the focus in fitness shifts from chasing personal bests to becoming increasingly social and consistency-driven, we saw an opportunity to highlight a blind spot in this behaviour,” said Peh.

“While people track every run and metric, the role of joint, muscle and bone health is rarely part of that conversation. By turning consistency into something visible and participatory through the challenge to ‘outwalk a pet’, we’re helping Blackmores show up in a way that fits naturally into how young people experience fitness today,” she added.

The campaign has rolled out across social, video, out-of-home, influencer partnerships, digital media and community-led running groups.

"Pawlympics" lands as brands increasingly tap into pet culture and community-led fitness to engage younger consumers.

Recently, adidas launched its first pet collection in Singapore, including FIFA World Cup Federation Jerseys for Argentina and Japan, leaning into the “Mini-me” trend of pet-and-owner matching outfits.

Meanwhile, sportswear brand On has been building on community-led running culture with its global “On squad race” series. For Blackmores, the intersection of pets and fitness is used to spotlight a different message: the importance of proactively supporting mobility to keep moving consistently.

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