Emergen-C: Emerge and See

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

What was the irrefutable consumer insight?

My environment leaves me physically and emotionally vulnerable, and I want to be empowered to be my best self.

Describe the marketing challenge.

In 2012, Pfizer Consumer Healthcare acquired the Emergen-C brand. In...