Ciara Partners with Thorne to Promote Creatine Benefits in New Campaign

What's Happening?

Ciara, the renowned singer, has teamed up with supplement brand Thorne to front their latest campaign focusing on the benefits of creatine. Creatine, an amino acid known for supporting muscle and cognitive function, is being highlighted in this campaign as beneficial beyond its traditional association with bodybuilding. Ciara, who recently released her eighth album 'CiCi,' expressed her enthusiasm for the product, noting its positive impact on her energy levels amidst her busy schedule. Thorne's chief growth officer, Mary Beech, emphasized that creatine offers a wide range of science-backed benefits, including performance, endurance, and cognitive focus. The campaign, directed by Grammy Award-winner Jack Begert, will run through November across various media platforms.

Why It's Important?

The campaign marks a significant shift in the perception of creatine, traditionally seen as a supplement for athletes and bodybuilders. By featuring Ciara, a prominent figure in entertainment, Thorne aims to broaden the appeal of creatine to a wider audience, including women seeking to enhance their mental and physical performance. This move could influence the supplement industry by encouraging more inclusive marketing strategies and expanding the consumer base for products like creatine. As Ciara highlights the cognitive benefits of creatine, it may also lead to increased interest in supplements that support mental health and energy levels, particularly among busy professionals and parents.

What's Next?

Thorne plans to expand its creatine offerings by introducing flavored versions, such as strawberry and pineapple orange, which are NSF Certified for Sport. The campaign will continue to leverage Ciara's influence through video and image assets across television, social media, and other platforms. As the campaign progresses, it may spark discussions on the broader applications of creatine and potentially inspire other brands to explore similar marketing strategies. The success of this campaign could lead to further collaborations between celebrities and health-focused brands, aiming to educate consumers on the benefits of various supplements.