• by Les Luchter , 4 hours ago

Fitness instructor Jess King, famous for her Peleton routines, has a new way to begin her core strength training: Culturelle Probiotics.

“Crunches and planks are great,” she says in a :30 spot, “but true core strength starts with a healthy gut, which helps support your digestive and immune systems. When your gut’s in balance, you can show up as the most powerful version of you.”

The spot launched on linear TV during a Christmas Day NBA game, with the campaign moving onto connected TV and Meta platforms for a Q1 run. The Thomas Collective handles creative, with Dentsu doing media.

King, who has been named Culturelle’s “chief wellness ambassador,” is also featured on the brand's website, making personal appearances and posting on social media.

“I’ve always believed that true strength starts from the inside out -- and that gut health is the core of overall health,” says in one Instagram post. “This collaboration lets me merge my passion for holistic wellness with the experts at Culturelle Probiotics to help more people feel strong, energized, and confident in their bodies.”

The new campaign, with a tagline of “Core strength starts in the gut,” moves the 27-year-old Culturelle beyond the its then-new 2024 tagline of “Made for human nature,” which accompanied a campaign titled “Protect the gut micobiome.”

“Our earlier work helped establish Culturelle Probiotics as a leader in microbiome education, and that scientific foundation remains central to everything we do,” Amanda Hines, vice president of marketing for Culturelle parent i-Health, tells Marketing Daily. “As the category has matured, consumers now have a much stronger baseline understanding of the microbiome and the role probiotics play in gut health.”

Indeed, Market Data Forecast has credited “increasing consumer awareness of gut health” fueled by brand-led consumer education as a key factor in driving the U.S. probiotics market from $5.95 billion in 2024 to an estimated $6.36 billion in 2025 and a projected $10.78 billion in 2033. Noting that “microbiome-friendly eating” was named Whole Foods’ top trend of 2024, the researcher said that such “cultural normalization” had transformed probiotics from “niche supplements into daily wellness rituals, expanding the user base beyond clinical indications to preventive, lifestyle-oriented consumers.” 

“We’re building on that foundation [of the earlier campaign] by focusing more on how gut health supports people in their daily lives,” says Hines, “including energy, resilience, and overall well-being. Partnering with Jess King enables us to translate the science into a more personal, accessible message, while still being grounded in the same trusted microbiome expertise that has always defined the product.”

Besides Culturelle, prominent U.S. probiotics brands include Procter & Gamble’s Align, Danone’s Activia , PepsiCo’s KeVita, and Nestle’s Garden of Life.