Sanofi launches DTC vitamin brand Livvit via Edge and Mutiny

3 March 2021

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Wellness just got personal.

Sanofi Consumer Healthcare has launched a new direct to consumer vitamin brand, Livvit.

Through a series of questions around health and wellness goals and behaviours, Livvit offers consumers access to a personalised, daily multi-vitamin via a monthly subscription service.

“This is an exciting innovation for Sanofi as the business continues to explore consumer needs and wants, including the desire for a more personalised approach to wellness,” Sanofi Consumer Healthcare Australia sales and marketing manager – direct to consumer Lachlan Parker says.

Sanofi Consumer Healthcare worked with Mutiny, who partner with creative agency Edge, on the launch of the brand – with Mutiny handling go-to-market thinking and data strategy, and Edge responsible for development of the brand positioning, packaging, communications strategy, creative and media.

The brand takes a quirky but empowering stance in its communication, offering the health conscious audience both ease of access and a multi-vitamin tailored to their individual goals.

“Personalised multivitamins are one of those products that seems so obvious in hindsight, but the majority of multivitamins sold in Australia are one-size-fits-all," Edge executive planning director Richard Parker says.

"At best you might be able to get something gender specific or for people over a certain age. But we’re all individuals, so our vitamin requirements are individual too.

“That’s why we launched the product with ‘wellness just got personal’ - it’s a call to arms, a playful poke at the status quo, and a product truth all rolled into one."

The campaign will launch in social and digital including


Client: Sanofi
Head of Direct to Consumer – Martin Kelly
Sales and Marketing Manager, DTC – Lachlan Parker

Agency: Edge
Executive Planning Director – Richard Parker
Executive Creative Director - Simon Langley
Creative – Laurie Geddes, Madeline Smith, Waiton Fong
Planning Director – Caitlin Ammann
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Jodie Allen

Production Company: Heckler
Director – Gina Wagstaffe
Producer – Georgia Noe O’Brien

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