Launching a new product in q4 admist black friday, Arrae needed a strong education campaign turning their flagship formula into a drinkable wellness hero.
One of the biggest mistakes brands make when launching a new product that is adjacent to their current line up: Not investing in video to teach your consumers how to use the product.
When we helped Arrae launch Bloat Latte in 2022 before the holidays, our #1 creative brief to the Arrae team was: this product NEEDS video.
Otherwise, a delicious, full of health benefits product could fall flat and look like muddy water...
Consumable supplements have a huge need for consumer education, but you need to strike the balance from information overload and stuffy clinical content into something more digestible (pun intended).
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For product education, Arq wanted to showcase the texture and color qualities as accuraltely as possible. Use of props like gold jewlerry and coffee table books with help create a cohesive look with our other products. We asked our photo team to make it look appealing, mouthwatering, cozy, and appropriate for fall/winter. Having models hands in the shots helped to ground some photos and create scale. Our approach was to evoke a sense of movement (stirring, pouring, dripping) to bring this product to life on screen.
On the product detail page, we strategically designed bite sized educational and how-to-use content that removed bloat (pun intended) and was mobile friendly. Stitched a GIF from video stills instead of heavy-to-digest video, and custom icons to explain the product benefits in a story-inspired manner. Plus art direction of photography and videography to teach the product in use.
