BG NYC - BG is a strategically led agency that finds the BIGGER potential in brands.


Killing the Multivitamin

We worked our magic to reframe Centrum to give consumers a new reason to make it part of their daily routine. We created a fresh new brand lexicon that sparked them to look at Centrum’s role in a new way: from benign multivitamins to MICRONUTRIENTS that feed hungry cells. Centrum’s message of feeding each of your microscopic, albeit hungry cells, was a perfect fit for a new, snackable campaign — quite literally. The campaign garnered over 4.5MM views in the first two weeks.