• by Les Luchter , 10 hours ago

As of this writing, we don’t know how Russell Wilson fared Sunday in his first game as quarterback of the New York Giants.

So let’s turn the spotlight over to his wife, Ciara, who debuts Monday as the face of a campaign pushing Thorne’s creatine, a supplement often associated with bodybuilders and other muscle-building athletes, usually male.

Singer-songwriter Ciara, though, is neither a bodybuilder or an athlete like her husband, and that’s exactly the point Thorne wants to make in its campaign.

Creatine has “broad benefits for anyone striving for peak performance,” Thorne’s Chief Growth Officer Mary Beech explains to Marketing Daily.“Ciara embodies that vision. She’s not only a world-class performer but also a mother, partner, entrepreneur, and philanthropist – roles that demand both mental and physical excellence every single day.” 

Beech adds, “Creatine is having a cultural moment. It’s showing up everywhere, from doctor recommendations to social media conversations to word-of-mouth via friends.

“With this campaign, we’re leaning into millennial and Gen Z women, a demographic that hasn’t traditionally been associated with creatine use.” (Ciara herself is 39, a millennial).

The new campaigncontinues the brand’s versatile “Thorne For” tagline introduced earlier this year with an Advanced Testosterone spot and then expanded with an electrolyte powder campaign featuring tennis star Ben Shelton.

In creatine’s case, specific lines include “Thorne for performance” “Thorne for confidence” and “Thorne for drive.

To “make as much noise as we can,” Beech says, the campaign adds two new elements -- a social-driven influencer activation and a test of linear TV ads – to Thorne’s usual media mix of digital out-of-home (DOOH), organic and paid social, streaming TV, and user-generated content.

Some specific TV being used, per Beech, include Prime Video, Amazon STV, Hulu, Paramount and “select live sports programming.”

The DOOH is running in four markets -- New York, Los Angeles, Atlanta and  Miami, locations Beech says “are proven wellness and performance hubs. These cities consistently attract consumers who are highly engaged with a brand like ours, making them ideal launchpads to drive awareness and trial.”

The campaign is set to run through Nov. 1, with creative by Frosty, OOH handled by Adomni, and other media buying done in-house.