top of page

MD6001 Week 4 - Aduna Briefing

Aduna logo.jpg

On 20th October 2014, Andrew Hunt and Sophie Capron from Aduna visited my university. Andrew told us about Aduna, which is an African-inspired, London-based company that produces beauty products and health supplements, including Baobab powder. He also discussed the 'Make Baobab Famous' campaign, which is the basis of the life brief. To a lesser extent, baobab is already famous since its tree has made appearances in the 2005 animated film Madagascar as well as The Lion King (both the 1994 Disney film and the stage musical that has been performed at the Lyceum Theatre since 1999) where it is known as the Tree of Life (see below).

Lion King Tree of Life.jpg

To me baobab represents vitality, vibrancy, health and wellbeing. The target audience of the 'Make Baobab Famous' campaign is attitude-based rather than age-based or gender based. People in the target audience are health-conscious, well-educated and concerned about environmental issues, which are relevant traits of people who have tried baobab powder or would like to try it. People who have tried baobab powder have experienced the placebo effect, which means that their digestion and energy levels have improved. They also experience less stress.

There is a fine line between promoting baobab itself and the 'Make Baobab Famous' campaign. In my live brief with Aduna, I will be promoting the campaign rather than the product in its own right.

Baobab powder is available for in-store purchase in the Whole Foods Market and Planet Organic as well as online from Aduna's website.

Baobab-in-shop.gif

Baobab powder on the shelf in the Piccadilly branch of Whole Foods Market.

Baobab-fruit-and-powder.gif

Photo from Aduna's Instagram page of baobab powder and fruit

Baobab-sample-1.gif

Baobab-sample-3.gif

Samples of baobab that Andrew handed out. He also handed out pineapple and baobab bars.

Featured Posts
Recent Posts
Search By Tags
No tags yet.
Follow Us
  • Facebook Classic
  • Twitter Classic
  • Google Classic
bottom of page