• by Les Luchter , July 22, 2024

 Supermodel Karlie Kloss, whose entrepreneurial ventures include ownership roles in W, i-D and Life magazines, stars in “Find Your Way,” a new campaign for supplement and health test company Thorne.

“There’s no one way to wellness. You have to craft it yourself,” Kloss declares during a :30 spot and two :15 spots from creative agency Buck. “My way is starting calm,” she says while shown practicing yoga -- “and finishing strong,” while she does vigorous cycling. “There’s a million ways to wellness. Go find yours.”

At one point, Kloss stands in front of signage for her nonprofit Kode with Klossy, which creates learning experiences for young women.

To illustrate how different people have different routes to wellness, the spots also feature a male cyclist, a female tennis player, and a man taking a cold plunge.

These three are not celebrities like Kloss, but “personas that represent an archetype of ‘the Thorne way’ as well as our consumers,” the brand tells Marketing Daily, “They each represent an aspect of who we are.”

Running through Oct. 27, campaign media, bought by the Adomni agency, includes national connected TV, display, paid search, YouTube, social media, and influencer marketing, plus digital out-of-home in 13 markets, including New York, Los Angeles, Chicago, and Miami.

The brand sees its audience as relatively broad, with the campaign targeting males and females 25-50, leaning “towards a higher household income… and any ethnicity…whether you’re an athlete, a health-care practitioner, an entrepreneur.”

Which brings us back to Kloss, who states: “As a busy mom and entrepreneur, I’m always striving to stay healthy and be the best version of myself.”

Besides these roles, Kloss, of course, is no stranger to ad campaigns, having been the face of such brands as Estée Lauder, Adidas and Carolina Herrera over the years.

Thorne, a 40-year-old company now owned by L Catteron, says it adheres to stricter standards than other supplement manufacturers, noting that it’s the only one collaborating with the Mayo Clinic on health and wellness research and content.

The brand not only sells supplements covering nutritional support, restful sleep, and mental focus, but also health tests, including ones for stress, gut health and biological age.

Thorne products are sold online, by healthcare providers, and in specialty stores like Erewhon and Sprouts.