{"id":96191,"date":"2024-01-16T13:32:57","date_gmt":"2024-01-16T13:32:57","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/wellkid-vitamins\/"},"modified":"2025-11-07T11:05:20","modified_gmt":"2025-11-07T11:05:20","slug":"wellkid-vitamins","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/wellkid-vitamins\/","title":{"rendered":"Wellkid Vitamins"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;90&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;126329&#8243; row_height_pixel=&#8221;500&#8243; el_class=&#8221;portfolio-header-block&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;3&#8243; style=&#8221;dark&#8221; back_image=&#8221;96192&#8243; back_image_auto=&#8221;yes&#8221; overlay_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;20&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;left-t-right&#8221; radius=&#8221;lg&#8221; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;110340&#8243; overlay_color_type=&#8221;uncode-palette&#8221;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;338897&#8243; el_class=&#8221;portfolio-header-client&#8221;]Vitabiotics[\/vc_custom_heading][vc_custom_heading auto_text=&#8221;yes&#8221; heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-561908&#8243; text_size=&#8221;h1&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;955514&#8243;]This is a custom heading element.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;108785&#8243;][vc_column width=&#8221;2\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;167417&#8243; el_class=&#8221;portfolio-introtext&#8221;]Vitabiotics, a British nutraceutical company that specializes in vitamin and mineral based food supplements, wanted to do a story to highlight its Wellkid vitamins \u2013 a serious of products aimed at children up to 12 years old.<\/p>\n<p>The large, mature children\u2019s vitamins category today is worth over \u00a360 million and is the second biggest in the VMS industry. Since Jan 21, the category has been slowly declining.<\/p>\n<p>However, the Wellkid brand has bucked this trend, growing consistently quarter after quarter, stealing share from larger competitor brands Haliborange and Bassetts. Helping to drive this has been the growth of two successful licenses \u2013 Wellkid Peppa Pig and Wellkid Marvel.<\/p>\n<p><span data-contrast=\"auto\">The brand sought a breakthrough campaign for Wellkid (focused on the core, non-license range of products), to drive brand exposures in a culturally relevant way and help to sustain growth.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The brief given to 72Point was to develop an engaging, contemporary and culturally relevant that draws attention to the health and nutritional needs of children. The team developed an idea to look at parental tension when it comes to giving their children independence and freedom.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span>[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;206336&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;93981&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;std&#8221; uncode_shortcode_id=&#8221;211423&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;521168&#8243; back_color_type=&#8221;uncode-solid&#8221; back_color_solid=&#8221;#f6cbe2&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_color=&#8221;color-495040&#8243; heading_semantic=&#8221;p&#8221; text_size=&#8221;h1&#8243; css_animation=&#8221;marquee-scroll&#8221; marquee_clone=&#8221;yes&#8221; uncode_shortcode_id=&#8221;102818&#8243; text_color_type=&#8221;uncode-palette&#8221;]105 pieces of coverage \u2733\ufe0e[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;127266&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/4&#8243; uncode_shortcode_id=&#8221;491478&#8243;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;142347&#8243; el_class=&#8221;portfolio-subheader&#8221;]Media Story With An Expert[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;151917&#8243;]<span data-contrast=\"auto\">Working with an expert, <\/span><a href=\"https:\/\/www.vitabiotics.com\/blogs\/kids\/the-letting-go-dilemma-parental-tips-on-raising-independent-kids\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">we offered tips to parents<\/span><\/a><span data-contrast=\"auto\"> on how best to let their offspring go out into the world, which was supported by research of parents to find out how many struggle to do this and why.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It also investigated the ages at which parents believe children should be able to do certain things that help build their independence, from playing outside unsupervised and having a social media account to making their own lunch and walking to school with friends.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This allowed us to position Vitabiotics Wellkid as the authority and an expert on the welfare of children and talk to parents about a relatable subject they will also experience at some point.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Within the quotes, we were also able to highlight that supplements can give parents peace of mind that their children are getting the vitamins and minerals they need \u2013 giving them one less thing to worry about when their children want some extra freedom.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; radius=&#8221;lg&#8221; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;153716&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_empty_space empty_h=&#8221;2&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;125575&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; align_mobile=&#8221;align_left_mobile&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;870433&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_size=&#8221;h1&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;633918&#8243; subheading=&#8221;Pieces of coverage&#8221;]105[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; align_mobile=&#8221;align_left_mobile&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;140254&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_size=&#8221;h1&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;669534&#8243; subheading=&#8221;Top tier coverage&#8221;]41[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;93985&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;std&#8221; uncode_shortcode_id=&#8221;865603&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/4&#8243;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;139158&#8243; el_class=&#8221;portfolio-subheader&#8221;]Coverage Results[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;539125&#8243;]<span data-contrast=\"auto\">The story results in 105 pieces of coverage, with 41 of those on top tier sites, including the Mail Online, MSN, Yahoo, The Sun and Express.<\/span><span 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<\/p>\n","protected":false},"author":20,"featured_media":96192,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","footnotes":""},"portfolio_category":[239,254,261],"class_list":["post-96191","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-news-generation-services","portfolio_category-video","portfolio_category-brands"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wellkid Vitamins - 72Point.<\/title>\n<meta name=\"description\" content=\"The story results in 105 pieces of coverage, with 41 of those on top tier sites, including the Mail Online, MSN, Yahoo, The Sun and Express.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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