Blackmores is Australia's leading natural health brand, offering high-quality vitamins, minerals, and nutritional supplements backed by scientific research.
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See all ads on AdLibrary →Blackmores was founded in 1932 by Maurice Blackmore in Sydney and is Australia's most recognised vitamins and supplements brand. Acquired by Japan's Kirin Holdings in 2023, Blackmores sells across pharmacy, supermarket, and DTC channels, with significant export volume to Asia. The brand's DTC channel has been reinvested with personalised quiz-funnel experiences to compete with DTC-native entrants.
Blackmores deploys a dual strategy: broad-reach TV and digital brand campaigns activate the brand's 90-year heritage and trust equity, while Meta and digital performance ads use personalised quiz funnels ('Find your Blackmores routine') to drive DTC first-purchase. The brand's challenge is converting legacy trust into the kind of engaged DTC customer base that JSHealth and Swisse have built natively. Browse their creatives at AdLibrary.
Facebook is used for broad-targeting acquisition and quiz-funnel entry points. Instagram carries lifestyle and educational content, with influencer partnerships increasingly used to reach younger demographics. The brand's challenge on social is that its core equity (trust, heritage) is less immediately compelling in a format that rewards personality and storytelling.
Copy anchors on 'Australia's #1 vitamins brand,' ingredient science, and Australian manufacturing credentials. Recent campaigns have shifted toward lifestyle and goal-oriented language ('Feel like yourself again') to align with DTC-native competitor positioning. Asia-facing creative emphasises pure Australian origin as a premium quality signal.
Blackmores illustrates the challenge of legacy brands competing in DTC: heritage trust is real, but it doesn't automatically translate to the personal connection, community, and subscription behaviour that DTC-native brands engineer from day one. Their quiz-personalisation investment is the right structural move—it creates the 1:1 brand relationship that retail never provided.
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