"A Dose of What Works"

Bragg Cuts Through Wellness Noise with "A Dose of What Works" Campaign
– The legacy apple cider vinegar brand challenges fleeting trends while debuting a new tagline
Bragg Live Foods, the original Apple Cider Vinegar brand with over 100 years in the wellness space , has launched a campaign designed to cut through the noise of fleeting wellness trends and remind consumers of the enduring efficacy of Bragg's time-tested products, all while bringing today’s consumers up to speed on what really works.
“A Dose of What Works,” developed in partnership with creative agency Fortnight Collective, features a series of thought-provoking videos that humorously highlight the overwhelming nature of today's wellness landscape. These vignettes showcase common scenarios such as overflowing supplement cabinets and fridges packed with trendy wellness sodas, contrasting them with the simplicity and reliability of Bragg Apple Cider Vinegar.
To launch the campaign on National Apple Cider Vinegar Day, September 23rd, Bragg hosted the first-ever Trendy Trade-In at the Santa Monica Pier. At the pop-up event, Bragg welcomed over 225 visitors who traded flash-in-the-pan fad products for Bragg's trusted Apple Cider Vinegar. In all, 122 wellness trends were "traded in" and over 210 Bragg products were given away to support refreshed routines.
“The wellness arena is louder than ever—but not always clearer,” said Courtney M. Cola, Director of Brand Marketing & Communications at Bragg. “We saw an opportunity to cut through the noise by staying true to what we’ve always been: raw, real, and unfiltered. This pop-up was a natural extension of what we know: Bragg Apple Cider Vinegar is the original—and it’s never changed.”
"A Dose of What Works" also serves as Bragg’s new tagline, evolving from its previous "It's not weird if it works" messaging. This new positioning speaks to the efficacy of Bragg products and their role in consumers' daily wellness routines.
Drake Paul, Creative Director at Fortnight Collective, explained the strategy behind the campaign: "We wanted to show the reality of wellness trends. You buy one thing, then another, and another. But what does it do for you? We're not saying everything out there is bad. But people would benefit from being a little more discerning.
The campaign's visual identity draws inspiration from vintage design elements, featuring typography reminiscent of hand-painted signs and a slightly faded color palette. This aesthetic choice reinforces Bragg's legacy while maintaining a contemporary appeal.
"A Dose of What Works" will be rolled out across CTV, digital platforms, and social media, with additional elements to be revealed in the coming months.