The Editor knows a thing or two about wellness—both in marketing and in life. Dive into her witty take on self-care ads that’ll make you rethink life and consumerism.
Welcome to the revolution! In an era where self-care seems to be just a hashtag, brands are trying to shift their focus from ‘buy our product’ to ‘be your best self’ in an attempt to become more human.
We’ve curated 10 ad campaigns that dared to challenge traditional consumerism, inspiring people to prioritise their physical wellbeing and mental health. From thought-provoking messages to empowering storytelling, these viral wellness ads will make you rethink what it means to truly thrive. So, take a deep breath, relax, and let’s dive into the game-changers.
Nike: “Better For It”
Yes, I did it!
Nike’s empowering “Better For It” campaign celebrated everyday women’s fitness journeys. The everyday woman is the regular, normal and ordinary person around you. This campaign shattered stereotypes and embraced relatable struggles. Targeting women aged 25-45, it highlighted the triumph of completing a workout, regardless of fitness level. By showcasing authentic, humorous moments of perseverance, Nike encouraged women to share their accomplishments and inspire others. The #betterforit hashtag sparked a global movement, creating a supportive community and boosting brand engagement. By focusing on personal progress over perfection, Nike redefined fitness, motivation and connected with women on a deeper level than just the physicality.
Coca-Cola: “Taste the Feeling”
Trust me, people, it’s not about the drink, it’s about who you share it with!
The “Taste the Feeling” tagline marked a strategic shift from product-centric to experience-focused marketing. Targeting a broad audience, this campaign highlighted the joy and simple pleasures of enjoying a Coke in everyday moments. They portrayed diverse, relatable scenarios and emotions. Coca-Cola aimed to create an emotional connection with consumers, emphasising the brand’s universal appeal and timeless nature. The campaign successfully repositioned Coca-Cola as a symbol of happiness, sharing, and togetherness, deepening customer relationships and enhancing the brand’s perception with positivity.
Headspace: “Meditation Made Simple”
Mind racing? Let Headspace hit the brakes!
Mindfulness is extremely important to manage stress and to ground oneself. Headspace is a user-friendly app, making meditation accessible to all. Founded by former Buddhist monk Andy Puddicombe, Headspace demystifies meditation, offering from 10-minute guided sessions to reminders for daily mindfulness. With simple, minimalistic graphics and animation, the app has attracted 3 million downloads and lots of commercial success. Targeting stressed, busy individuals, Headspace repositions meditation as an essential tool for everyday life. It promotes calmness, clarity, and, most importantly, mindfulness. Headspace embodies its mission: “to help people feel a little bit more calm, a little bit more clear.”
Lululemon: “This is Yoga”
No downward dogs, just upward vibes and no perfect poses, just perfect moments!
Lululemon’s first global brand campaign, “This is Yoga,” redefines yoga beyond the mat. Featuring seven diverse personalities, including Olympic gold medalist Kerri Walsh Jennings, the campaign showcases how yoga’s principles – discipline, focus, and mindfulness and apply to everyday life. No traditional yoga poses are shown; instead, individuals pursue their passions, highlighting the mental and emotional benefits of a yoga-inspired lifestyle. Gaining new customers amidst the increasing competition, Lululemon shifts focus from product-centric marketing to storytelling and building an emotional connection.
Peek Freans: “Sooper!”
Simply Superrrrrrrrb!!!!
Meet Peek Freans Sooper, Pakistan’s favourite biscuit brand that’s been making lives “super” for over a decade! Sooper’s innovative approach to advertising shifted from just promoting functional attributes to becoming a lifestyle brand. Their “Sooper Hai Zindagi” campaign and subsequent consumer testimonial campaign asked consumers to share how it made their lives special. The response was overwhelming, with over 300,000 consumers sharing their stories! By focusing on emotional connections and everyday moments, Sooper has become an integral part of Pakistani lives. And that’s the secret to its success – making the ordinary, “Sooper!” With smart marketing, Sooper has not only boosted sales but also created a sense of community and belonging, proving that with creativity, you can drive positive change and make a real impact on people’s lives.
Dove: “Real Beauty”
All bodies, all beautiful, all Dove!
Dove’s groundbreaking “Real Beauty” campaign was one of those companies that shifted the world of marketing;
it redefined traditional beauty standards and promoted self-acceptance, when it was unfathomable to even think about. By celebrating diverse, real, regular women, Dove encouraged a healthier relationship with beauty, fostering a global conversation on self-image and self-love. This wellness-centric approach not only resonated with audiences but also drove business success. Dove’s bold move proved that marketing can be a powerful tool for positive change, inspiring a new wave of mindful marketing that prioritises inner beauty, self-care, and empowerment.
Apple Watch: “Close Your Rings”
Imagine a nudge to move, breathe, and live healthier every day.
Apple Watch’s “Close Your Rings” movement changed the wellness by merging technology with motivation. Three simple, colourful rings – Move, Exercise, and Stand – track progress, empowering users to take control. With tailored goals, reminders, and the Workout app, Apple Watch becomes an indispensable wellness partner. By seamlessly integrating fitness and mindfulness into daily routines, Apple redefines wellness as an achievable, enjoyable journey – one closed ring at a time.
Shan Foods’ #OneBiryaniOneFamily
Let’s Cook Up a Storm!
Imagine a Pakistani ad that turns traditional gender roles on their head! Shan Foods’ #OneBiryaniOneFamily campaign did just that. In a bold move, the 2018 ad featured a boy cooking up a storm to impress his love interest’s brothers. Talk about breaking stereotypes! But what’s even more interesting is how the ad navigates the complexities of masculinity. It’s a fascinating watch, and a great example of how advertising can promote positive social change and wellbeing. And let’s be honest, it’s a masterclass in smart marketing, proving that with a little creativity, you can not only reap profits but also bring about positive change in society, all without ruffling too many feathers!
Hemani: “Buy Local, by locals”
#Be-Pakistani-Buy-Pakistani!
Hemani, a quintessential Pakistani beauty brand, made a bold statement with its monumental billboard on Shahra-e-Faisal Road in Karachi. The campaign celebrated Pakistan’s ingenuity and Hemani’s commitment to quality, variety, and authenticity. By proudly declaring its Pakistani roots, Hemani promoted economic empowerment, supported local industries, and showcased its range of over 1200 natural, beauty, and wellness products. This campaign not only reflected Hemani’s values but also resonated with consumers seeking local, authentic, high-quality products.
Always: #LikeAGirl campaign
Do it Like a Girl!
Always’ #LikeAGirl campaign challenged societal stereotypes by redefining the phrase “like a girl” as a compliment. Through a series of emotional and thought-provoking ads, Always targeted gender bias, encouraging girls and women to break free from limitations and stereotypes that can negatively impact their mental and emotional well-being. By featuring everyday girls and women, partnering with celebrities, and using persuasive logic and emotional appeal, Always successfully created a movement that not only inspires women to prioritise their wellbeing and celebrate their uniqueness, but also stimulates a huge step towards changing the mindset.
