Cognizin®: The Brain Box - Your Brain Health, Your Way.
Client
Cognizin® (Kyowa Hakko)
Service
Experiential & Influencer Communications
Industry
Wellness
Impact
1.28B+ Combined Reach
"Consumers don't think about ingredients or delivery systems - they think about their daily routines. So we built the campaign around one idea: Your Brain Health, Your Way."
The Challenge
Kyowa Hakko wanted to increase awareness of Cognizin®, its clinically studied branded ingredient for cognitive health, while showcasing the diverse range of finished products their customers had developed across multiple delivery formats. How do you transform a science-driven ingredient story into an engaging experience that resonates across brands, industry partners, media, influencers, and consumers?
The Opportunity
Healthy Aging Month provided the perfect platform to highlight the growing importance of cognitive vitality while demonstrating how Cognizin® can seamlessly fit into different lifestyles through innovative product formats. The opportunity was to move beyond ingredient awareness and create a memorable experience that brought the Cognizin® ecosystem to life.
Strategic Thinking - "Your Brain Health, Your Way"
Consumers do not think about ingredients or delivery systems - they think about their daily routines and personal wellness goals. ADIN created The Brain Box, an immersive discovery experience built around the idea "Your Brain Health, Your Way." The curated box showcased the versatility of Cognizin® through seven different product formats, demonstrating how cognitive health support can be incorporated into everyday lifestyles.
Execution
ADIN developed the complete Brain Box concept - creative direction, messaging, collateral, production, assembly, logistics, and integrated communications. Media and influencer activation included targeted PR outreach across brain health and healthy aging, media sampling to 13 top-tier outlets, and an influencer activation with Jamie Hess and her Gratitudeology™ Podcast community, plus paid collaborations with celebrity trainer Joey Thurman and pediatric dietitian Malina Malkani. Organic healthy-aging content ran across Kyowa Hakko's three social channels, supported by expert TV and radio interviews and customer engagement at trade shows and business-development meetings.
Seven Formats, One Ecosystem
The Brain Box experience featured Cognizin® across seven formats: Magic Mind (wellness shot), Encore Focus MCT Creamer (powder), Goli Nutrition Matcha Mind (gummy), MOSH (protein bar), OLLY Focus Buddies (lollipop), Solaray SharpMind Focus (capsule), and Neutonic (energy drink) - reaching a highly targeted audience through a curated network of media and influencers with a combined reach of 1.28B+.
Why It Mattered
The Brain Box became more than a sampling campaign - it became a powerful brand-building tool for Cognizin®. By translating ingredient science into a tangible consumer experience, the activation created excitement across the value chain, strengthened customer relationships, supported new business conversations, and demonstrated the versatility of Cognizin® as a platform for cognitive health innovation. One creative idea connected science, brands, consumers, and culture - bringing the Cognizin® story to life.
An immersive "Your Brain Health, Your Way" discovery box showcasing Cognizin® across seven product formats, amplified through media sampling and influencer activation.
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