bragg

a dose of
what works

Little Black Book: Bragg Cuts Through Wellness Noise with 'A Dose of What Works’
NBC LA: Celebrating National Apple Cider Vinegar Day with Bragg
Trendhunter: Bragg's Trendy Trade-In Helped People Exchange Fads for ACV

The world of wellness is full of trendy nonsense. From weighted vests, to green mystery powders, to do-it-all gummies from some influencer—they're trends that don't work and won't last.

In this campaign, we call out do-nothing trends and remind everyone that Bragg is the real, OG of wellness. Because Bragg pretty much invented 'wellness' 100+ years ago. No one else has Bragg’s legacy, staying power, or quality.

So, we launched a new tagline to own it—“A Dose of What Works." To go with it, we created a new, vintage-inspired look and feel, video, social, and a brand activation called the Trendy Trade-In, where people traded their dysfunctional wellness products for a bottle of Bragg. Finally giving Bragg the credit it deserves, because it's not just another flash-in-the-pan trend, it's what works.

Our campaign reached 1.4 million new users and got a total of 134 million impressions across Meta and YouTube.

brand activation: the trendy trade in

We popped up on Santa Monica Pier on National Apple Cider Vinegar Day and let people trade us their old, trendy wellness stuff in exchange for the original wellness staple, Bragg Apple Cider Vinegar. Because everyone has bought into a trend and bought all the stuff necessary and then gave it up because it didn’t actually work. Thankfully, Bragg is a Dose of What Works.

We created special Bragg swag for the event and invited visitors to write down wellness trends that that they’d tried and given up on. We had a photographer capture the event and NBC LA even stopped by to do a segment.