Case Study | Ensure

The Client:
Ensure is a well known nutritional beverage with a well established market and consumer base. It is generally
considered a drink for the elderly because it is the drink of choice among hospitals and retirement homes for
people unable to hold down solid food. The current campaign continues to outline Ensure’s nutritional qualities
by having animated vegetables kick bad food out of the fridge.

The Problem:
Ensure is trying to expand its consumer base to include a younger audience and market demographic.
Unfortunately, the general public’s view of the brand is limiting the capacity to expand. Ensure needed a
complete brand overhaul and an advertising campaign to help accomplish its goal.

The Research:
The first step was to research the approaches of other brands with similar image issues. Nike, Absolut Vodka
and Harley Davidson were companies losing their customer bases or needing to break into a new market.
Innovative ad campaigns with catchy, memorable slogans gave these brands international renown. Through
analyzing the methods and elements that made these campaigns successful, and identifying the parallels in
the Ensure brand, the opportunities to solve Ensure’s problem started to become obvious.

The competition for the market Ensure is trying to break into is primarily energy drinks. Research on the target
demographic of this industry yielded positive results that heavily influenced the solution.

The Solution:
Understanding the target demographic led the campaign to use performers as the focus for the ads. Performers
of all types embody peak physical shape. The target market of energy drink and health beverage consumers in
the 18-35 age range are impressed by greatness and skill. Performers lend grace and power to the campaign
that make it engaging and memorable.

The slogan, “Enhance your present. Ensure your future” emphasizes the health benefits Ensure provides in the
present with the promise of long-term gain. The design layout, catchy and meaningful slogan along with the
professional performers make the ad campaign a force to reckon with.


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This case study was created for a proposed project.