It doesn’t happen very often that a brand changes it’s visual identity (logo, packaging, imagery) and tone-of-voice, whilst launching a Global campaign in support of a new core creative idea aimed at cheering people's progress towards a healthier lifestyle. Launching a new brand identity meant we needed to reach a lot of people, a lot of relevant people, which is why, apart from selecting those channels our targat audience would be present, we prioritized those with the largest reach potential, namely Facebook, Instagram and YouTube. On top of this, we assessed other locally relevant platforms, such as Twitter and Spotify, to allow for additional reach.