To rid the world of human trafficking through the ethical sourcing of organic ingredients to prevent exploitation in vulnerable regions.

CHALLENGE

Before REBBL expanded distribution nationally in conventional Target and Kroger stores, the brand engaged Guru to help develop a campaign to communicate a clear brand message and compelling creative that would intrigue a more mainstream consumer without alienating their band of brand loyalists.

Solution

Guru developed a three-tiered creative and messaging campaign that sought to (i) inspire trial through taste intrigue; (ii) educate about the benefits of super herbs and adaptogens; and (iii) develop brand loyalty by articulating REBBL’s passionate impact work and founding by Not for Sale. We also created a new website, customer archetype and personas, and directed an impact sourcing documentary.

Success

The “what’s your elixir” campaign garnered more than 648m media impressions with 85% of website traffic coming in from new user. REBBL has also donated more than $1m to not for sale (nfs) to date (2019) that has helped more than 20,000+ people get out of trafficking.

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