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BICsters Revamp Relaxation with Natural Vitality’s CALM Magnesium

By BIC CCNY Posted on 06/14/2024 14:04

BICsters pitch the future of healthy relaxation

On Thursday, May 16th, 2024, three teams of BICsters gathered at TBWA\Chiat\Day to pitch innovative and strategic campaigns for this year’s corporate client, Natural Vitality.

CALM, launched in 1982, provides both essential magnesium and mood benefits in convenient gummies, drink mixes, and capsules . However, most people are unaware of magnesium’s benefits. It remains forgotten next to more obvious choices like Vitamin C or trends like CBD. BICsters were faced with a challenge: how do you bring a lesser-known supplement into the spotlight?

Throughout the semester, the three interdisciplinary BIC teams—Ignite, The Good Stuff, and Eclectik—worked together to create marketing campaigns, preparing Natural Vitality for a relaunch of the CALM brand.

Ignite: “The Vitamin Reject”

The Good Stuff: “Plug Into Calm”

Ecletick: “Busy Being Calm”

While judges Christine Rousseau, Darnel J. Moore, Brianna Bishop, and Diva Kaur were impressed by the high standard of each campaign, it was the work of team Ecletick that stood out. The team reached the conclusion that though millennials prioritize mental wellness, the day-to-day life leaves little time for relaxation. Combating “toxic productivity” served as the creative idea of the campaign, which included a package redesign, print and video ads, interactive subway advertisements, and more.

A huge congratulations to the 2024 corporate capstone teams on their successful campaigns, but especially to team Ecletick!

Team Ecletick (team photo featured above, from left to right): Maria Abreu (Project Manager), Stella Ramirez (Creative), Jason Liu (Management Lead), Claudia Chiqui (Comms Planner), Bianca Fernandez (Strategic Planner), Roderick David (PR Strategist), and Lyss Tan (Creative).

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