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Bronze Award
“Trace Like a Motherf*cker”
Ritual
United States
2025
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Entrant Company
Giant Spoon
Entry Type
Products & Devices
Program
Clio Health 2025
Advertiser Category
Lifestyle, Wellness & Over-the-Counter
Medium
Branded Entertainment & Content
Category
Social Media
In a category where competitors falsely claimed product transparency, Ritual had an opportunity to increase brand awareness and product familiarity by communicating its proprietary brand promise: Made Traceable™. While it enabled Ritual to empower consumers to know where high-quality supplement ingredients come from and why they’re there, Made Traceable™ was a complicated concept to communicate. We created a disruptive campaign, “Trace Like a Motherf*cker,” which infused humor and expletive-laced authenticity to highlight the shared audience-brand obsession of traceability, driving brand awareness, ad recall and sales.
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