THAYER’S NATURAL REMEDIES

THAYER’S REBRAND

Description: It was time to launch Thayers Natural Remedies as a full-range skincare brand, providing plant-based prescriptions for healthier skin. New look. New voice. New products. New Positioning. 

With a goal to expand the business, the rebrand also needs to speak to Gen Z while still appealing to the loyalists who have used Thayers for years.

Role: The strategy and creative teams worked hand in hand to take a fresh approach to a classic brand; juxtaposing legacy with modernity to accelerate awareness. We wanted to build trust and position Thayers as the authority while maintaining the effervescence that comes with innovation.

I worked hand-in-hand with my director to craft a new tone, language, and positioning for the brand, serving as the Gen Z voice in the room. We even tested this positioning through a Gen Z cultural immersion alongside Sparks&Honey.

After research rooting it in culture without sounding too try hard or losing it’s apothecary roots, we landed on Thayers is the provider of your ride or die remedies. 

I then built out consumer journeys for this 360 campaign. Next thing we knew, campaign was live.

Result: This campaign launched Thayers into the best chapter the brand had seen. Increased tracker numbers across all levels of the funnel, direct sales lifts, and double digit lift in brand affinity from Gen Z, the brand's new target audience.