Gimmy Vitamins - Strategic Concept by Manon Schotte

01 / The Strategic Brief

A credible product.
An under-leveraged brand.

Gimmy Vitamins is a Belgian supplement brand developed by pharmacists - sugar-free, vegan, and sold in over 500 pharmacies. The product has real, verifiable differentiation. This concept does not address the product. It addresses the gap between what Gimmy is, and what the brand communicates.

"When a category rewards desire as much as trust, leading only with credentials leaves commercial value on the table."

This is an independent concept case study developed as a portfolio exercise. No client brief, proprietary data, or internal information from Gimmy was used. All strategic observations are based on publicly available brand materials, category analysis, and market context.

Project type: Independent concept case study - not commissioned work
Category: Supplements / lifestyle brand / DTC + pharmacy retail
Products in scope: Deep Sleep, No Stress, Focus, Energy, Hair & Nails
Strategic objective: Reposition Gimmy as a brand people choose - not only a brand they trust

02 / Strategic Observations

Where the opportunity sits.

These are positioning observations, not a critique of Gimmy. Each one represents a gap between the brand's current communication and the commercial opportunity available to it. In a category where consumer trust is already high, the differentiator is increasingly desire.

Functional frame dominates

Current communication leads with pharmacist credentials and ingredient logic. This earns trust - which is valuable - but doesn't build desire. In a category where impulse purchase and social sharing are increasingly driven by aspiration, a purely functional frame limits both conversion and earned media.

Opportunity: Build desire alongside credibility

No visual identity per product

Each product line currently lives within the same visual system. This limits Gimmy's ability to own distinct mental territory per product and reduces recognition across paid and organic channels. Strong supplement brands give each SKU its own recognisable world.

Opportunity: Create colour-coded brand recall per product

The format is an untapped asset

Gummies are inherently more lifestyle-compatible than pills - they're sensory, colourful, and visually interesting. This format advantage is currently underused. The gummy could be a brand story in itself, and at present it isn't being treated as one.

Opportunity: Turn the format into a brand differentiator

No separation between brand and conversion

Awareness and direct response content currently follow similar creative logic. This creates friction at both ends of the funnel: awareness content isn't distinct enough to build brand memory, and conversion content isn't direct enough to drive action. Each needs its own system.

Opportunity: Build two campaign systems with clear, separate roles

03 / The Strategy

Two systems.
One brand.
One funnel.

The strategic response to fragmented communication is not more content. It's clearer roles. This concept proposes two distinct campaign systems that work in sequence - one designed to build desire, one designed to convert it.

The strategic insight

Consumers don't discover a supplement brand and immediately buy it. They encounter it, develop a feeling about it, and eventually reach a moment where the product feels like the obvious solution to something they're experiencing. Most supplement brands try to achieve all of this in a single piece of content. This concept separates those two jobs - so each can be done properly.

System 01 - Awareness

The Goodness Series

Build brand desire and mental availability. Make Gimmy the brand people recognise, feel something about, and remember at the moment they need it. The goal is not immediate conversion. The goal is to earn a place in the consumer's consideration set before the problem arises.

Organic social - Influencer seeding
Digital PR - Paid social (reach)

→

System 02 - Conversion

The Real Series

Meet people in the specific moment they feel the problem. Deploy problem-first copy that earns immediate identification, then provide a clear, direct path to purchase. The goal is not brand building. The goal is to turn existing awareness and intent into action.

Paid social (conversion) - Retargeting
Email - Retail environment

04 / System 01 - Awareness

The Goodness Series.

An editorial campaign system that gives each product its own immersive visual world - built from the natural ingredient it contains. The creative idea is simple: don't show what the product does. Show what the product comes from. Make people feel something before they read anything.

Every vitamin,
traced back to where
the goodness starts.

Deep SleepBlackberry

No StressStrawberry

FocusGreen Apple

EnergyOrange

Hair & NailsRaspberry

Colour-coded mental availability

Each product owns a distinct visual world built from its fruit ingredient. Over time, audiences associate Deep Sleep with dark blue and blackberries, Focus with green and apple - without reading the label. This is how brand recall is built at scale in a visually saturated social feed.

Designed to earn organic reach

The editorial quality and visual originality of each image is sufficient to earn genuine sharing, press coverage, and influencer usage - without paid amplification. This makes the Goodness Series both a brand-building tool and a cost-efficient media play.

A scalable creative system

Every new product or flavour extension becomes a new chapter in the same series. The creative framework doesn't need to be reinvented per product - it expands. This is what makes the campaign an asset for the brand, not just a set of individual visuals.

Repositions the format as a feature

The gummy is shown being savoured, enjoyed, and experienced. This reframes the supplement from "something you responsibly take" to "something you genuinely look forward to" - a small but commercially significant perceptual shift.

05 / System 02 - Conversion

The Real Series.

Where the Goodness Series makes people want Gimmy, the Real Series makes them buy it. These are problem-first ads built for the moment someone feels exactly the thing Gimmy solves - and needs a clear, direct path to the answer.

Why "The Real Series"?

The direct response campaign needed a name that holds across every product in the Gimmy range. "The Wake-Up Call" works for Sleep and Energy but strains when applied to No Stress, Focus, or Hair & Nails. "The Real Series" is built for all five - it anchors every ad in a real moment, a real feeling, a real problem that a real product solves.

Sleep: Real rest Focus: Real clarity No Stress: Real calm Energy: Real fuel Hair & Nails: Real growth

The Real Series - Deep Sleep direct response ad

What makes it work strategically.

01

The headline is the consumer's internal monologue

"Sleep shouldn't be this hard" is not a product claim. It is the exact thought someone has at 2am, lying awake. Beginning with that sentence creates immediate identification - which lowers the psychological distance between the viewer and the next step.
02

Outcomes over ingredients

The copy leads with what changes in the consumer's life - less overthinking, faster sleep, waking up refreshed - not with what's in the formula. This is standard practice in high-performing supplement advertising: people buy outcomes, not compounds.
03

The CTA is framed as a ritual, not a transaction

"Jouw nieuwe nachtritueel" (your new night ritual) positions the product as a habit, not a one-off purchase. This language directly supports subscription conversion - Gimmy's highest-value customer behaviour - without making a subscription pitch in the ad itself.
04

Visually distinct from the Goodness Series

The two systems use different visual registers deliberately. This ensures they can each be optimised for their actual objectives - reach and engagement for the Goodness Series, click-through and conversion for the Real Series - without one diluting the other.

Real Series · Sleep

The Real Series in motion

The Deep Sleep ad

The static concept brought to life as a short-form video ad - the same problem-first hook ("Sleep shouldn't be this hard") delivered in the format where conversion actually happens. Built vertical-first for Paid Social and link-in-bio, it carries the Real Series language straight through to a single, direct call to action.

9:16 Vertical Paid Social Direct Response

06 / Channel Strategy

How it would be deployed.

Campaign systems only create value when they are deployed in the right context, to the right audience, at the right moment in the customer journey. This is how the two systems would work across channels.

Channel	Goodness Series	Real Series
Instagram & TikTok (organic)	Primary Hero content, product launches, series continuity. The editorial quality earns saves, shares, and press attention.	Supporting Short-form problem-led content, formatted for native feel. Drives link-in-bio traffic.
Influencer & Creator	Primary Gifted seeding to lifestyle and wellness creators. The visual distinctiveness gives them something genuinely worth posting.	Supporting Creator testimonials using Real Series language - "I was waking up exhausted" - framed as authentic personal experience.
Paid Social	Reach objective CPM-optimised for 22-38 year olds. Goal is brand familiarity, not immediate conversion.	Conversion objective Retargeted to Goodness Series engagers and lookalikes. CPC and ROAS optimised.
Email Marketing	Brand Series launches, new product introductions, lifestyle editorial content.	Conversion Problem-led subject lines, benefit-first body copy, clear product CTA. Subscription upsell flows.
Pharmacy & Retail	Brand Shelf presence and packaging aligned with product colour worlds from the Goodness Series.	Conversion Point-of-sale materials using Real Series benefit language - short, outcome-led, direct.

07 / Expected Outcomes

What this was designed to do.

This concept was not tested or implemented. No performance data exists. What is presented here is the strategic rationale for why these outcomes are the intended result of the campaign design - not claimed results.

Brand Recall

Stronger product recognition

The colour-coded visual system is designed to make each product instantly recognisable across channels - without requiring the consumer to read copy or see the logo.

Differentiation

Clearer market positioning

By creating a visual and creative language no other supplement brand in Belgium currently owns, the campaign is designed to strengthen Gimmy's distinctive mental availability in a crowded category.

Earned Media

Organic reach and sharing

The editorial quality of the Goodness Series is designed to earn organic shares, press coverage, and influencer usage without paid amplification - reducing cost per brand impression over time.

Conversion

More direct path to purchase

By separating brand content from direct response, the Real Series can be optimised purely for conversion - rather than asking any single piece of content to do both jobs at once.

Retention

Stronger subscription framing

The "ritual" language in the Real Series is specifically designed to support repeat purchase and subscription conversion - Gimmy's highest-value customer outcome - without making a subscription pitch in the top-of-funnel content.

Scalability

A system, not a campaign

Both the Goodness Series and the Real Series are designed as expandable frameworks - every new product, every new market, every new season becomes a new execution of the same system.

08 / Strategic Summary

The challenge.
The solution.
The value.

The challenge

Gimmy is a genuinely strong product in a category that increasingly rewards brand desire alongside functional credibility. Its existing communication was built for a pharmacy context - credible, clean, and functional - but not yet optimised for the lifestyle context where its target audience lives.

The strategy

Two distinct campaign systems with clearly separated roles. The Goodness Series builds brand desire and mental availability by giving each product its own immersive visual world. The Real Series converts that desire into action by meeting people in the specific moment they feel the problem - and making the next step feel obvious.

The commercial logic

Separating awareness from conversion means each system can be optimised independently - reducing wasted spend, improving creative performance, and building a more coherent brand across the full customer journey. The two systems are stronger together than either would be alone.

What this demonstrates

The ability to identify a positioning gap, articulate it in business terms, develop a structured strategic response, and build creative systems that serve a commercial objective - not just a creative one.

A note on this project: This is a self-initiated concept case study. Gimmy Vitamins has not commissioned or approved this work. It is presented as a portfolio exercise to demonstrate strategic thinking, campaign planning, and brand positioning capability. No proprietary data was used, and no claims are made about Gimmy's actual performance or strategy.

A credible product.An under-leveraged brand.