Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It


The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into happiness. The spin-off, which will be unveiled Wednesday evening during the agency’s Internet Week event in New York’s Union Square, will launch a new platform for people to track, manage and boost what makes them happy.

“It’s a bigger idea than health and wellness,” says Elizabeth Elfenbein, one of the agency’s partners, who came up with the idea for a new service dubbed Happy Fuel, and a mobile app to power it, when she was thinking about ways to help people avoid getting sick in the first place.

“It’s about prevention,” she says, referring to how many diseases are related to stress, anxiety and being unhappy. Research has shown happiness to be related to better neuroendocrine, inflammatory and cardiovascular activity. Elfenbein’s solution: Give people a mechanism to focus on the things that make them happy. And that’s exactly what Happy Fuel does by giving users a means of “paying happiness forward” by sharing things that make them happy with other people, including song, photo, video, places, sounds or thoughts.



The app, which utilizes a the smiley face emoticon as a literal fuel gauge, enables users to “fuel up” on things that make them happy, and track and manage how happy they are.

“Right now, I would say the gross national happiness is at a great deficit. Our goal is to improve the world’s happiness quotient,” says Elfenbein, who calls herself Chief Happiness Officer at the agency.

Actually, the agency believes there is such a good business in marketing happiness that its partners have agreed to spin the concept off into a separate business, Happy Fuel Inc., which plans to develop an array of products and services that help people be happy.

Elfenbein says a key element of happiness includes the ability to “live in the moment” and enjoy things as they happen. And while that is an attribute normally associated with youth, she says the reality is that adults over 50 are generally happier, because they have a better appreciation of what makes them happy. As a result, a primary goal of Happy Fuel is to help the Millennial generation become more aware of their happiness and to motivate them to “fuel it forward” via social media.

Elfenbein says she believes it will resonate with young people because of her own household experience. At first, her daughter was dubious about the project, until she got to utilize a prototype of the app, including its emoticon fuel gauge. “That’s so cool, mom,” she told Elfenbein, who will help fuel it forward at CementBloc’s event Wednesday, which not surprisingly, is being positioned as a “happy hour.” It starts at 5:30 p.m.


5 comments about "Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It".
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  1. Elizabeth Elfenbein from Cherish Health, May 20, 2013 at 12:31 p.m.

    Thanks Joe!
    The event is on Wednesday May 22nd.

  2. Joe Mandese from MediaPost, May 20, 2013 at 12:38 p.m.

    Oops, this story has been updated. Sorry about that.

  3. sarah skelly from Bounce Ideas, May 21, 2013 at 9:51 a.m.

    I'm a huge fan of the author and blogger Gretchen Rubin. This is an app and an event that I'm sure she, as the author of the Happiness Project [100 wks NYTs best-seller] and Happier at Home would be thrilled to hear about, and possibly promote on her hugely popular blog, Happiness Project. It might be worthwhile for CementBloc to share the news about this great app and the launch event with her.
    Also, if you or CementBloc have any additional info that they'd like to share about Happy Fuel, we'd love to promote it on one of the regular features [coincidentally called, 'Appy Hour'] on our Bounce Ideas blog where we review great apps that we feel women [our primary target as a B2B inbound marketing agency] would love! Please feel free to send us any contact information or additional information about the app! Thanks and much continued success for Happy Fuel!

  4. Elizabeth Elfenbein from Cherish Health, May 21, 2013 at 11:06 a.m.

    Hi Sarah.
    Would love to connect and discuss this idea and how we may be able to work together. my email for Happyfuelapp is and my bloc email is:

    Shoot me an email.
    : ) elizabeth

  5. John Wettersten from Media Activation, May 21, 2013 at 2:38 p.m.

    I think I've heard of the corner of happy and healthy before, though I can't remember where...

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