Flora pushes heart health positioning

Unilever’s margarine brand Flora is launching a campaign as part of a global marketing strategy to get 100 million consumers to take its online heart age test by 2020.

Flora campaign
Flora campaign

Launching today in the UK (September 7), the “What your heart age” strategy will aim to drive sales of the brand by strengthening its heart health positioning.

Its target market is the generations of Flora users who have consumed the brand since they were children. The creative idea stems from leveraging this brand heritage to show how Flora and everyday exercise through the years can help people’s hearts stay young and healthy.

The latest ads, created by Bartle Bogle Hegarty, include television and press. There is also online activity created by Tullo Marshall Warren. Media is being handled by MindShare.

The creative takes a nostalgic approach, opening with a young boy in the 1970s who has a theory that will keep him young forever. It doesn’t quite go to plan as he is shown growing up, but through healthy exercise and eating Flora, his heart remains healthy.

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