There’s a deep sea of probiotic options out there. Historically, brands have focused on telling a functional story of addressing acute and reactive digestive issues. We aimed to build an emotional connection with consumers and position Fortify as a probiotic brand that delivers proactive, total health solutions. To communicate to consumers that this is the probiotic that’s made to help them feel like a warrior inside and out. Timed perfectly to the release of the new Wonder Woman movie.