Toronto-based health product maker Genuine Health, whose core products include the “green drink” Greens+ and weight loss products such as Abs+, has named Top Drawer Creative its agency of record.
The account win follows what Genuine Health described in a release as an “exhaustive” search.
Genuine Health founder and CEO Stewart Brown said Top Drawer shares the company’s philosophy that everyone deserves a “healthy, vibrant life,” as evidenced by both its code of ethics and a client roster that includes the Mount Sinai Foundation and Bullfrog Power.
“As we look to the future, aligning ourselves with organizations that share our values and understand our core consumer is extremely important to us,” said Brown.
Top Drawer president and CEO Howard Chang said the Toronto agency first pitched the Genuine Health assignment two years ago, but didn’t have an opportunity to meet with Brown.
Since then, said Chang, his agency has refined its focus and grown its expertise in what it calls the “AHAA” (active, healthy, affluent and aware) consumer. This segment, said Chang, represents 18% of the consumer market.
Top Drawer’s first priority will be “refining” Genuine Health’s brand essence and putting it forward in seasonal campaigns, promotions, social media and possibly product development.
