Clearing the Mental Fog

Launched in 2015, Bethover is a B12 vitamin product line sold exclusively in pharmacies. Initially marketed as a memory-support supplement, it had already claimed its position as a category leader. However, Verman wanted a refreshed campaign to communicate the broader benefits of Bethover for overall brain health and cognitive function.

The task was to create a concept that highlighted these benefits while resonating with both older consumers and a younger, stressed demographic living fast-paced, demanding lives.

The COVID-19 pandemic made the term "mental fog" universally recognisable, perfectly encapsulating both cognitive slowdowns associated with aging and stress-induced mental strain. This became the heart of the campaign: addressing the need for mental clarity through Bethover's scientifically proven benefits.

The creative challenge was to frame this message in a way that engaged aging adults without alienating younger, working-age audiences. The solution was a campaign that spoke to brain wellness as essential for everyone, leveraging the metaphor of "fog" to dramatise the need for clear thinking and energy.

The campaign was developed with deep customer insight, focusing on both existing and potential Bethover users. Concept testing through focus groups revealed that "mental fog" was a relatable, attention-grabbing, and distinct creative hook.

At the heart of the campaign, the message was simple and impactful: Bethover clears away mental fog, restoring clarity and vitality. This message was delivered across multiple platforms, including:

• TV commercials: Protagonists in ordinary settings, obscured by literal fog, regain clarity as the fog lifts with Bethover.
• Print and digital ads: Visually striking posters showing fog-covered individuals alongside the tagline "Suuntaa ulos sumusta" ("Find Your Way Out of the Fog").
• Radio spots: A signature foghorn jingle inspired by Beethoven’s 5th Symphony emphasized the product’s power to wake up the mind.

This cohesive, multi-platform campaign ensured maximum reach and relevance.

The campaign successfully positioned Bethover as a trusted ally for brain wellness. It resonated with target audiences, helped Bethover stand out in a crowded market, and strengthened its position as a category leader. By addressing real concerns like mental clarity and cognitive health in a creative, relatable way, the campaign not only drove product awareness but also solidified Bethover’s role as a must-have solution for brain health.

With "mental fog" cleared, Bethover shone as the go-to supplement for sharper minds and healthier lives.