Wellness Brand Arrae Unveils the Unspoken Truths of Womanhood

In an era where self-care and wellness are top of mind, real talk about real issues in women’s health are more prevalent than ever. From gut and immune, to vaginal and skin health, Arrae has created an all-in-one solution to tackle the daily challenges that all women face.

Arrae is where science meets chic. The female-focused wellness brand that creates targeted supplements that look as good as they make you feel – teamed up with creative agency Red Tettemer O’Connell and Partners (a ModOp company) to lean into the human truths of women’s health to debut  their latest campaign for their latest product launch, tribiotic. 

To bring this campaign to life, RTO+P tapped the greatest experts on the subject: women. Directed by seasoned actress and writer Alison Rich, and supported by an all-female leadership team from RTO+P and Production Company Imposter, the four comedic yet authentic spots feature the brand's newest product, Tribiotic.

Representing the brand in a fresh and differentiated way from the typical women’s wellness category, this new campaign is approaching women’s health in the most raw and unfiltered way possible by highlighting the universal (though often unspoken) experiences that women go through. Tribiotic tackles these challenges head on by providing 360 microbiome support, boosted immune defences, healthy vaginal pH levels, optimized digestion, and protection against visible signs of aging.

The three new spots, Sh*t Talk, 🍆appointment and Cancel Culture, highlight the intense and sometimes ludicrous preparation women go through before an anticipated intimate encounter. 'Cancel Culture' boldly challenges new consumers to cancel their current probiotic subscription for something cleaner. The reward? A free bottle of Arrae Tribiotic. There will be a fourth spot 'Block Him' coming early next year that will feature another star product MB-1. 

The campaign launches nationally online on 10.20 across CTV streaming services Peacock, Paramount+, Roku, and Hulu. It will also run organically and on paid social across TikTok, Instagram, and owned channels.

“We said, ‘can we go there?’, the Arrae team said ‘we dare you’”, said Carla Red, managing partner at RTO+P. “They were open to really living inside the minds of our audience to get to how we talk about the benefits of their products. It’s not often brands are willing to truly go there, but for us that’s where the magic lies”.

“The ethos of our brand is to address the most pressing issues that women deal with in an unfiltered, yet relatable way, which is why we were so excited to work with RTO+P and Alison to bring our brand to life. The spots that we created are funny and unfiltered while keeping our brand’s elevated aesthetic in mind!”