Health Science domain

Raising Awareness of the Importance of Good-quality Sleep
through Promoting Sales of Sleep Range

Meeting universal sleep needs of consumers

The prevalence of sleep conditions is rising around the world. We are increasingly under pressure from family, work, financial and lifestyle circumstances, and despite all the technology available, we are increasingly disconnected from each other. This was exacerbated by COVID-19.

Using a data-based approach including artificial intelligence (AI) trawling, Blackmores identified 71% of people suffer from sleep issues, and, on average, each experiences 3.6 issues. These include waking up tired, having trouble falling asleep, waking up during the night, and having issues staying asleep. Despite this high prevalence, most people do not take any action. If they do, they use lifestyle choices, and only 36% of consumers use VDS (vitamins and dietary supplements).

When they do take supplements, they often look for products that are easy to understand, with a clear consumer need and end benefit, plus are natural, efficacious, and do not have unwanted side effects. Blackmores’ brand purpose is to empower the best of health in everyone naturally. We identified a strong opportunity to educate consumers on the importance of good sleep and deliver innovation to address consumer sleep needs. To achieve this, we harnessed the best of science, nature, and consumer insights to launch a Sleep range that delivers breakthrough innovation in critical universal consumer need states, using easy-to-understand, benefit-lead name and claims, while also leveraging formulations based on our naturopathic principles and the power of modern science.

Focusing on causing positive changes through good sleep

Blackmores Deep Sleep^TM is a specially formulated tablet to support deep and restful sleep every night. With a combination of valerian, ziziphus, hops, and magnesium, the product improved sleep quality, relieving restless sleep to help people wake up feeling refreshed.
Next, is Blackmores Fall Asleep Tablets.^TM These are convenient tablets to reduce the time required to fall asleep. With traditional western herbal medicine botanicals like lavender, ziziphus, and lemon balm plus magnesium, they help to relax your mind, unwind, and fall asleep to rest and recharge your batteries.

Blackmore Beauty Sleep Tablets^TM are specifically formulated tablets to support sleep and improve skin & hair health. This truly unique and innovative formulation contains hops, which is traditionally used in western herbal medicine to relieve sleeplessness, plus retinol (vitamin A), hyaluronic acid, hydrolyzed collagen, vitamin C, vitamin E, and biotin to support skin rejuvenation including collagen production, integrity, structure, hydration, and skin & hair health.

This range of products was launched in Australia in May 2023 and will be rolled out globally over the next two years in markets including South Korea, China FTZ, Singapore, New Zealand, and beyond. To support the launch, a communication platform that harnesses the universal consumer truth, “If you sleep well, you can be at your best every day,” was developed.

From this, the groundbreaking “Sleep Well, Feel Alive” campaign was developed. Rather than focusing on the negative impact of poor sleep, this first-of-its-kind campaign portrayed the transformative power that good sleep can have on every aspect of life. The campaign went to air with a full 360-degree approach using video-on-demand, YouTube, radio, digital audio, paid social, search engines, out-of-home advertisements, transit media, influencer marketing, and instore activation at all key retailers. Running for 9 weeks, it reached over 18.5 million Australians, achieving great results.

Favorable sales and success in acquiring new users

During the campaign, Blackmores became the fastest growing brand in the sleep segment, with a brand segment retail sales growth of 28%. Blackmores’ sleep segment market share also grew by 17.6%, outperforming the net sales forecast by 143%. Of the sales, 90% were incremental to sleep VDS and 73% to Blackmores. Deep Sleep 60s is the #1 sleep innovation in pharmacy and innovation in grocery.

The Blackmores Sleep range has performed strongly, achieving net sales at 109% above the target. Australia has achieved outstanding results, with sales reaching 143% more than the target. The Blackmores Sleep range and campaign have successfully educated consumers and brought new users into the segment, growing both the brand and category.

Early results are exceptionally strong and the Blackmores Sleep range innovation and Blackmores “Sleep Well, Feel Alive” Campaign has helped consumers become aware of their sleep issues, but more importantly, it has empowered them to treat them using VDS. By leveraging our expertise in delivering consumer insight-led and tested, scientifically validated, and efficacious formulations that are supported by marketing communication with consistent, single-minded messaging grounded in consumer truth, we have helped consumers get a good night’s sleep to get the most from their day.

We will continue to invest in and grow our Blackmores Sleep innovation across our markets while, at the same time, continuing to explore and validate new consumer need states and innovation and to drive brand growth in the present and future.