IsoWhey launches a new summer campaign encouraging Australians to find a real healthy way to lose weight via WiTH Collective

Weight loss management brand, IsoWhey, part of the BioCeuticals and the Blackmores Group, has launched a summer campaign via WiTH Collective, offering a healthy alternative to fad diets for Aussies looking to lose weight.

The full campaign launches on 21st November, with TV, online, in-store and social media.

Says Nathan Cheong, managing director, BioCeuticals: “With 30% less sugar than competitors, IsoWhey offers a healthy way to sustain weight loss. It’s a real alternative. While the rest of the industry champions the ‘before and after’ shot, our latest IsoWhey campaign focuses on what happens in between, when the vast majority of fad diets don’t provide the proper nutrition for a busy life. It’s why diets fail. By contrast, IsoWhey Weight Management is about staying strong with the right nutrition to get the most out of every day, and reaching your weight loss goals at the same time.”

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Says Justin Hind, CEO, WiTH Collective: “Our method of operation on every brief is to get into the data and uncover the true insights within the category, product and customer. And the data reveals a category that is badly letting people down. When we asked people the worst thing about dieting, over 50% of people said it was the constant hunger and lack of energy. We believe there is a 95% failure rate because our busy lives and the majority of diets aren’t compatible. Nine in 10 of our target audience said they wanted a product to help them avoid energy loss while managing their weight. There is an acceptance that diets will fail. So we sought to portray Isowhey as a real healthy alternative to an industry where failure is the norm.”

Says Simon Fowler and Nicole Hetherington, the creative leads on the campaign, WiTH: “The more we looked into it, the world of fad diets is ripe for ridicule. It actually made us angry that some of these diets were set out as legitimate alternatives to healthy weight loss. So our film focuses on some of the more ridiculous. And yes, the Tissue Diet is actually a thing.”

WiTH Collective teamed up with the remarkable team at Revolver including director, Sarah Bishop.

Says Fowler and Hetherington: “Working with Sarah was fantastic. She got it straight away and added real comedic flair to the structure of the films. An awesome talent.”

BioCeuticals Managing Director: Nathan Cheong

Sound Design: Anthony Aston, Rumble Studios