Vaalia x We Are Handsome: A collaboration in vitality
Vaalia yoghurt has always been about wellness, but as an established player, the brand needed a fresh take on health and vitality to stay relevant with the current wellness generation.
Our aim was to create a brand campaign aligning with Vaalia’s promise of vitality, that would deliver on the wellness generation’s general desire for ‘more’ and ‘now’, while also tapping into our consumer’s dual passions of fitness and fashion.
Enter fashion label We Are Handsome! We commissioned lead designer Jeremy Somers to create a limited edition active wear legging inspired by the vitality of Vaalia to help our audience get more out of her day. These were sold on the We Are Handsome website, with all proceeds being donated to national charity Look Good, Feel Better.
The collaboration spawned rich content creation opportunities with an LA based fashion shoot, behind-the-scenes video and a dance class for influencers at the Sydney Dance Company hosted by campaign ambassador Laura Dundovic. A dedicated social campaign drove traffic to the campaign microsite and e-commerce platform while media interest fueled active wear sales.
Generating over 20 million impressions and 150 piece of earned media coverage, the campaign went national and consumers responded. With fresh new packaging in-store converting at shelf, Vaalia sales began to climb.