Evivo: Transcending A Category
Challenge: Develop a Brand For a New Category.
Biosystems, makers of the revolutionary infant probiotic, Evivo, had a complex story to tell new moms. Breakthroughs in science proved with the advent of certain modern medical practices (antibiotics, C-sections), most First World mothers were no longer passing B.infantis (a good bacteria) along to their baby’s, which is critical to an infant’s developing immune and metabolic systems. Evivo however could restore this missing good bacteria in baby’s gut, and set baby up for life-long health, a key differentiator from other infant probiotics that simply treat current digestive symptoms (colic, etc.).
In addition to communicating the scientific distinctions of the product, Evivo also had to overcome the doubt many new mothers have regarding the need for a probiotic in the first place (my baby is healthy and growing, why would she need to take anything), as well as prove it was doing something for baby (immediately).
And to top it off, Evivo was a completely unknown brand.
Solution: Building The Brand & Marketing The Brand
Identity & Cues
To aid in explaining the complex science behind Evivo, E29 developed a number of very simple graphics that could visually communicate the story and prove Evivo was working.
Brand guidelines were also designed to ensure all communications maintain a clear, uniform and consistent portrayal of the Evivo brand, thus fueling recognition. Brandmarks, typography, color and voice were all included in the guide.
Evivo launched in July 2017 under the Smart as a Mother campaign, which was designed to capture the passion and profound love mothers have for their babies. Utilizing digital and social media (advertising and promoted posts), sponsorships, influencers and search to drive to the Evivo website for more information and/or to purchase, new and expecting moms were introduced to Evivo.
Amie Stanley founded E29 in 2017 after co-owning & managing several women-owned agencies. Her 25-year career has been defined by building brands and breaking through the barriers for women in business. Prior to owning her own shops, Amie delivered exceptional results for a roster of leading brands.
Shantelle is a strategic marketer, powered by 15 years of experience in both big corporate and advertising agencies. She is a proven, tenacious leader with a love for building brands. She has contributed to growth for global brands such as Land Rover, Chevron, Ford, LG, Mars, Frito Lay & Taco Bell.
A strategic leader with 20+ years experience, Terra excels at developing brands from the ground up, leading clients on brand strategy and positioning, creative campaign development and production as well as managing fully integrated marketing solutions with timely results.
Strategic, big-thinker with a comprehensive understanding of how marketing can drive business goals. With over 20 years of experience in planning and research, one of Carol’s specialties is the application of both art and science in data interpretation to expose unique and actionable insights.
20+ years experience in digital marketing with a focus on search engine marketing and social media marketing on clients such as ABC7 News, Sutter Health, Ctuit, SAP, Evivo, Chicken of the Sea and Genova. Suse is also a professor of Digital and Social Media at the University of San Francisco.
Anne is a results-driven marketing professional with over 18+ years of industry experience. She specializes in social media strategy and content development. She has extensive hands-on experience working with a wide range of brands and major CPG clients including ConAgra, P&G, Target & thinkThin.
Alison has 17+ years of design and creative production experience working on a wide range of consumer brands such as Nestle, Patron, Nekter Juice Bar, Skinny Cow and CA Lottery. She works with the team to take a project from concept to completion.