FiZZERS is born from the trend of consumers moving away from traditional pills and tablets to alternative ways of taking supplements. Digital-first strategy to engage younger consumersAs part of the launch, Blackmores has adopted a digital-first strategy, using social media and online content to build awareness, as well as holding events with influencers and active consumers to reach its target audience. “It’s a through-the-line campaign in terms of how we explain and educate young consumers, especially for a product that can be quite intimidating to understand. “We did a launch event where we invited 200 influencers and day-to-day active consumers. “This is an ecosystem that we created — from initial awareness to product trial and through to conversion.”