Nutrition Brand Takes Humorous Spin on Wellness with Latest Campaign

Nutrition brand GNC, in its first major campaign in recent years, reminds us that they are not only the authority in the wellness space, but will also meet consumers where they are no matter how their wellness journey is defined. With 'There for You', a new creative spot from Havas NY that launched this month, GNC wants to make wellness fun and reaching goals even easier.

To make GNC more relatable and approachable, the leading health and wellness brand is leveraging humour and introducing a new spokeswoman in the spot, the Coach, who is representative of all GNC sales associates. She’s the ultimate expression of the GNC brand purpose to help people live well by offering quality products coupled with a personalised customer experience. Rather than focusing on a specific line of products, it showcases how Coaches are relying on knowledge from the brand’s rich history to provide individualised product recommendations based on lifestyle needs. This campaign is a reminder that GNC is more than the innovative products they are known for, rather they represent a community and resource to help consumers make healthier choices and ultimately live well.

Like all GNC associates, the Coach is always looking out for their customers, and cheering them on to reach their goals. In the ad, she has reclaimed the infamous GNC team colours and makes it easy to distinguish she’s there to help. The Coach doesn’t just hang out in the GNC store, she’s showing up wherever customers are to help them live out the best versions of themselves. She’s confident, knowledgeable, and delivers actionable advice with lots of personality. She’s super informed, but understands wellness has many different lenses whether it’s wanting to diet well, train well, sleep well and the list goes on. She provides a humorous but clear message that GNC has a solution. 

The flexibility of the spot allows GNC to showcase the breadth of the brand across the vast nutritional solutions and let consumers see that GNC is the destination to help them get their goal on, and ultimately live well.

Says Havas NY CCO, Harry Bernstein: “In a sea of same when it comes to campaigns marketing the latest in health and wellness, we pushed the limits with GNC through humour and unexpected edginess. Consumer views of diets are evolving. It’s more about lifestyle change than short-term weight loss, so we needed to reflect that with our creative. From a female spokesperson who appeals to everyone to content that playfully pokes fun and today’s wellness trends, the spot reaches a broader audience with a clear and simple message: whatever you want to achieve, GNC can help. From slimming, to sleeping, and everything in between, GNC is always there for you.”

GNC chief brand officer, Ryan Ostrom, says: “Through this campaign, we’re inviting consumers to see GNC in a different light. Everyone has a goal that would help them live a fuller life. GNC is a modern brand - and the authority that people turn to for innovative products to meet their wellness needs. What makes GNC unique is that we are not just a destination that sells supplements, we’re a community of over 5000 health and wellness coaches who are passionate about making a difference in the lives of those who live in our work in our communities. Our coaches use a customer-first approach to help you get your goal on and put you on the path to live well.”