The health and wellbeing market is completely saturated and highly cut-throat in Australia. New products get quickly deleted by retailers if they don’t cut through and make an impact at launch. The brief was to launch a new range of kids vitamins for Centrum, but due to Australian pharmaceutical regulations they weren’t able to market to children. The objective was therefore to engage parents in an entertaining and unexpected way that spoke directly to the product benefits. This audience over indexed in music, culture and film. These audience insights helped spark the idea of leaning into popular music where the vitamins work in harmony together just like a band.

‘The Chewables’ - a music super group made up completely of vitamins, and even bigger egos - are back in the studio to record a new album. We follow their story and epic puns to launch a new range of chewable children's vitamins and supplements for Centrum. Each character represents one of the four vitamin flavours and the challenge was to cut through a cluttered market and appeal to the main grocery buyer, whilst still communicating health benefits.

A fly-on-the-wall documentary about 'The Chewables' as they enter the studio to record their new album. Each band member is a human-sized piece of fruit, unremarkable to their human manager and roadies, but remarkable in their musical ability. Sick solos, killer harmonies, and BTS interviews, band banter, musical noodlings and song title searches show 'The Chewables' are the vitamins that can keep your kids rockin'.