Abbott has launched its new “Strength to Live Your Dreams” campaign aimed at promoting healthy ageing and highlighting the role of nutrition in supporting strength, confidence, and everyday wellbeing.
The campaign is centred around the idea that while aspirations do not age, strength should not diminish either. Through a television commercial and multi-platform outreach, the initiative focuses on encouraging adults to prioritise nutrition and overall health to continue leading active and fulfilling lives.
The campaign features relatable slice-of-life narratives designed to redefine strength beyond physical power, highlighting how proper nutrition can support adults in remaining active, independent, and confident while continuing to pursue their goals and aspirations.
Ensure is positioned as a key part of the campaign’s messaging around science-backed nutrition and healthy ageing.
Anirban Basu, General Manager of Abbott’s Nutrition business in India, said, “With decades of experience in nutrition science, Abbott has continually evolved its portfolio to reflect how people’s nutritional needs change with age and lifestyle. Through this campaign, we want to make strength easy to understand and more complete by highlighting the role of seven important areas of health, including muscles, bones, heart, blood health, immunity, metabolism, and the nervous system.”
He added, “Our aim is to encourage adults to take simple, proactive nutrition steps so they can stay active, feel confident, and continue enjoying everyday moments with their families.”
According to the company, the campaign will be rolled out across television, digital, and e-commerce platforms, supported by additional consumer engagement initiatives aimed at making the messaging relatable and accessible.
Abbott stated that the campaign seeks to connect consumers with the benefits of science-backed nutrition by simplifying scientific concepts into everyday experiences that resonate with audiences.
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