Probiotics Down to a Science

Culturelle is the most clinically studied probiotic, proven to keep immune systems strong.  When the pandemic threw the world into lockdown, a slew of so-called immune boosters came flooding in. So we decided to lean on our scientific credentials, but not in the functional way the category operates. We launched “Thank Science for Culturelle,” a campaign about the importance of maintaining a strong immune system even when life doesn’t go according to plan (basically life in 2020). And with the film industry frozen across North America, we shot over Zoom and found scrappy uses of stock to extend the idea across print and social.