January is important in the health and wellness space. Brands across categories drive consumers to– Lose Weight! Get back to the gym! Eat better! Multivitamins contribute to that noise, but the category had lost relevance and was only a daily ritual with older consumers. Centrum needed to break through the seasonal clutter and telegraph that the brand wasn’t just for old people. To begin, we strategically reframed the existing product to give consumers a reason to believe Centrum should be a vital part of their daily routine. We created a new brand lexicon that sparked them to look at Centrum’s role in a new way: from benign multivitamins to MICRONUTRIENTS that fuel a healthy body at the cellular level. We grew this historic brand in record time — activating a full scale digital campaign with the sole objective of “Winning January” — driving Centrum product sales in the first month of the year, while building relevance with a younger audience.