KEVITA - THE GREATER OUTDOORS

OBSTACLE: KeVita was lagging behind competitors in brand clarity, leading to a loss of credibility among consumers. The challenge was to reposition KeVita as an approachable brand with products catering to diverse gut health needs, addressing a broader audience.

SOLUTION: Get the most inclusive run club in Los Angeles to rep KeVita after mobbing through the streets of K-Town at night, as many as 150 deep.

KeVita and UPROXX devised "The Greater Outdoors," a new show spotlighting health and wellness through an inclusive lens. To reinforce this shift, a partnership was forged with Koreatown Run Club, an inclusive collective prioritizing fun, community and miles times in that order. This collaboration aimed to embed KeVita within an influential yet approachable health-oriented community, reshaping brand perception.

Approach:

Our approach revolved around tapping into the influential and diverse membership of KRC, known for its inclusive and supportive community ethos. By crafting content that resonated with the authentic spirit of KRC, we celebrated shared values and fostered genuine connections with KeVita's target audience.

Strategic Execution:

Approachability: Leveraged the inclusive and welcoming atmosphere of KRC to position KeVita as a brand that values accessibility and inclusivity. Through engaging content and relatable messaging, we highlighted KeVita's commitment to making gut health accessible to all, regardless of background or experience.

Cultural Credibility: Capitalized on the cultural significance and influence of KRC within the Koreatown community and beyond. By aligning KeVita with KRC's esteemed founders, Nguyen and Pak, known for their community involvement and leadership, we bolstered KeVita's credibility and resonance within the health-conscious demographic.

Outcome:

By authentically embedding itself within the vibrant KRC community, KeVita took strides in repositioning itself as an inclusive and approachable brand, garnering recognition and fostering consumer loyalty.