Named FiZZERS, the supplement comprises fast-dissolving microgranules that can be consumed as a drink (mixed in water), as a chewable, or as an effervescent (dissolved in the mouth).
Singapore is the first market to debut the product, with plans to roll out regionally in the near future.
FiZZERS is born from the trend of consumers moving away from traditional pills and tablets to alternative ways of taking supplements.
“In the gyms, people are taking protein shakes and drinks. For us, it’s about making the active nutrition category more accessible for younger consumers, and FiZZERS helps create that enjoyable experience,” said Andy Mckimmie, country manager of Singapore and regional head of e-commerce at Blackmores.
The supplement is available in four variants — Triple Immune Support, Energy & Focus, Skin & Hair Glow and Muscle & Endurance — categories that Blackmores has observed to resonate most with both young and older consumers.
Additionally, the convenience and ease of consumption are aimed at catering to individuals who struggle with taking pills.
“Innovation is a key part of what we do. Whether it is ingredients or formats, we want to be at the forefront of innovation. It’s about understanding consumer needs deeply and then delivering the formats, ingredients and products to meet that,” he said.
Digital-first strategy to engage younger consumers
As part of the launch, Blackmores has adopted a digital-first strategy, using social media and online content to build awareness, as well as holding events with influencers and active consumers to reach its target audience.
This includes engaging influencers who can establish resonance and deliver credible advice to support its campaigns, as well as continuing to conduct on-the-shelf marketing in stores.
“It’s a through-the-line campaign in terms of how we explain and educate young consumers, especially for a product that can be quite intimidating to understand. We see it as a very good way for people to enter the market and category, and help meet their health needs,” Mckimmie said.
“We did a launch event where we invited 200 influencers and day-to-day active consumers. We also had run clubs joining us for an experience combining the social element and in-person consumption and trial that forms the whole wellness journey. It was a strong event that resonated with the younger audience,” he said.
He added that there were various stations at the event, including ice baths, massages, and opportunities to try FiZZERS. Promotional offers were also provided to attendees to encourage purchase through online stores and e-commerce platforms.
“This is an ecosystem that we created — from initial awareness to product trial and through to conversion.”
