How far could we go to protect the original and unrepeatable? In the case of Enterogermina Brasil, the probiotic brand of the pharmaceutical company Opella, to simulate the theft of its own formula. And this is what it has done in its new global advertising campaign, with which it highlights the quality of its proposal compared to the imitations that are flooding the category and undermining consumer confidence.
The brand has opted for entertainment and has created a short film inspired by the film genre of grand robberies and thieves. The result is “Mother Cell Heist”, worked together with the Spanish offices of the agencies MRM and BBDO, as well as with Alberto Sierra, screenwriter of the popular series “La Casa de Papel”.
The piece, produced by Cariño Creative Contents, stars Larry Lawton, one of the most famous former thieves in the United States, and now dedicated to crime prevention and youth reintegration. Their mission in the ad is to analyze Enterogermina’s security systems and design a hypothetical plan to steal the exclusive strain of Bacillus clausii on which the formula is based, perfected over decades. For its part, the brand promises to document the entire process in order to demonstrate to society the value and originality of its proposal.
The short film, as explained by the brand in a statement, conveys a key fact about the product: 53 vials of an imitation are needed to equal the benefit of one of Enterogermina. It does so by turning the brand’s main asset and scientific advantage into the central axis of innovative storytelling that moves away from the traditional discourses of the category.
Furthermore, “Mother Cell Heist” aims to address one of the challenges of the sector, that of making visible the benefits of an invisible ingredient and overthrowing consumer skepticism, fueled by less effective imitations that undermine the credibility of the industry and its products. In this sense, the campaign uses entertainment to build the brand and enhance Enterogermina’s differentiation in an increasingly saturated market.
“The probiotics category remains complex for many people, filled with technical messages that generate more confusion than confidence. This campaign seeks to simplify, lead and generate real understanding”; Vinicius Santos, Global General Manager & VP of Opella, commented in a statement. “We bring science to life through entertainment, in a memorable and relevant way, helping to understand why Enterogermina is unique and why the original is impossible to replicate.”.
The agency assures that the campaign uses content as a driving force to boost relevance beyond the field of health. “We didn’t want to make another announcement. We wanted to tell a story of superiority and make it really interesting“explained Félix del Valle, Creative Director of MRM Spain. “We transform a scientific basis into a story so attractive that you can’t stop watching it for a single second.”.
The campaign has premiered on Canal Historia Brasil and on the brand’s digital platforms and social networks in the Brazilian market. It will also be activated on its own channels in the countries in which Enterogermina has a presence.
