'It's Time to Brain Better' Says This Reckitt Benckiser Campaign by McCann Health

The brain is an amazing and important part of the human body, and Americans are paying attention to brain health more than ever (fastest growing category within VMS). In fact, a recent poll indicates that Americans nearly unanimously agree that brain performance impacts some aspect of their lives, and more than half say it would have a positive impact on their emotional wellbeing, self-esteem and happiness.

Enter Neuriva. From the Greek word for ‘Brain’ and the Latin word for ‘Life', this new brain supplement combines the best of science and nature to help your brain be there when you need it most. With clinically proven natural ingredients, Neuriva fuels five indicators of brain performance —focus, accuracy, memory, learning and concentration.

“With brain health being top of mind for so many Americans, we are proud to offer a beyond-the-pill approach, including a breakthrough supplement with clinically proven ingredients and an app that helps assess, train and monitor brain performance,” said Gregory Chabidon, general manager of the vitamins, minerals and supplements business Unit at RB. “We’ve made it our mission to help Americans achieve more brain victories, more often and with Neuriva we offer an innovative solution to help with that.”

This bespoke holistic multi-media ecosystem (TV, Social, PR, Digital including an App), In Store was designed to make brain science more credible, help differentiate Neuriva from its competitors, all the while getting more Americans to brain better, a little more often.

Since the brand’s inception last year, RB has worked closely together with McCann Health New York, to bring this to life in all disciplines--from building the strategic foundations to a multiple touchpoint communication plan. This new way of working has yielded a partnership based on agility and innovative thinking that has paved the way for the rest of the portfolio to reinvent the creative process.

Leo Tarkovsky, president of McCann Health New York, said: “The team has worked incredibly hard over the past year with our RB partners to bring Neuriva to life. Neuriva brings a new dynamic to the brain health category and we’re thrilled to have played a role in helping to change the way Americans think about brain performance.”

Creatively, McCann Health was inspired by the human insight, 'When your brain is at its best you feel at your best'. Neuriva helps you celebrate the everyday 'small' brain victories and the emotional rush you get when your brain kicks in at the pivotal moment — and really nails it!

Whether it is recalling a long list of confusing names, or reciting a complicated speech, Neuriva is the catalyst for all of your best braining moments. The tone is fun, charming and celebratory as it seeks to highlight those times when your brain comes through in a pinch, complete with a confetti flourish. Neuriva won’t make you a genius, but it certainly might make you feel like one, a lot more often.                 

Within media, Neuriva is leveraging TV for mass awareness, but has employed an entirely new digitally centric approach. Niche targeting and identifying contextually relevant messaging is a critical tactic in the success of this campaign as we’re targeting specific consumers including (but not limited to) gamers, busy professionals and multi-tasking moms. With Neuriva, it’s our mission to help all Americans brain better.