Background:

Bio-K+, a pioneer in probiotic supplements, needed to clarify its positioning and speak more effectively to a growing and increasingly diverse consumer base in both Canada and the U.S. While the product had strong clinical credibility, the brand lacked a clear narrative that could connect with different audiences—from casual category browsers to ultra-health-conscious consumers. 

Scope & Impact: 

We developed a comprehensive brand strategy, including audience segmentation and messaging platforms that addressed varying levels of product knowledge, health motivations, and lifestyle needs. We redefined the brand’s core promise and introduced a unifying tagline to anchor communication across all touchpoints. 

This strategic foundation informed everything from packaging and visual identity to storytelling and campaign rollout. I led the creative execution across TV, radio, digital, and social media campaigns, as well as B2B communications and a refreshed website. 

The result was a fully integrated brand system that brought scientific credibility and consumer relevance into harmony, positioning Bio-K+ for long-term growth in a competitive wellness category.

CLIENT: Bio-K+
AGENCY: Pigeon Brands