Our work
Thorne: Join the Club
As a health and wellness brand that was originally founded as a healthcare practitioner brand, Thorne wanted to scale its awareness as a consumer brand. To break through the clutter (and with new celeb-backed supplement brands launching almost daily), Thorne tasked Diffusion with broadening its reach within consumer and mainstream press.
Insight & Idea
There are many ways to take your supplements, but the mainstream mostly thinks about a pill with water or powders mixed into water that almost never taste good. With 74% of American adults taking supplements daily and trends like the Sleepy Girl Mocktail rising on TikTok, Diffusion saw the appetite for better tasting alternatives to getting your key nutrients. With this in mind, we knew that flavor would be an important entry point to the conversation. Diffusion concepted a series of upscale and interactive Supper Club and Mocktail Club events that would integrate Thorne products into Michelin-grade meals and mocktails, creating an extraordinary sampling and shopping experience for media.
Impact & Action
Diffusion worked with Thorne to enlist Thorne-using celebrities like Olivia Culpo and Brie Larson to serve as co-hosts of the Supper Club and Mocktail Club events to speak organically about how they integrate Thorne into their wellness routines. This campaign for Thorne helped the brand win favor with new top-tier national mainstream media and engaged them in a way that brought key brand messaging to life in a tasteful way. Our work has been acknowledged by prestigious industry awards including the North American SABRE awards, Hermes and more.
The Metrics
