Bragg Redefines Wellness Clarity with Its Bold New Campaign — “Back to What Works”

Cutting Through the Chaos of Modern Wellness

In a world overflowing with superfood fads, miracle powders, and endless supplement stacks, Bragg Live Foods — the century-old pioneer of Apple Cider Vinegar — is bringing clarity back to wellness. With its new campaign, “Back to What Works,” the brand reminds consumers that true wellness doesn’t require reinvention — it just needs authenticity that stands the test of time.

A Campaign Rooted in Simplicity

Developed in collaboration with Fortnight Collective, the campaign humorously targets the overwhelming clutter of today’s health culture. From pantries crammed with trendy tonics to shelves filled with fleeting cures, the vignettes highlight one simple truth — Bragg Apple Cider Vinegar has always delivered results without the noise.

The Trendy Trade-In: A Real-World Detox

To celebrate National Apple Cider Vinegar Day on September 23rd, Bragg hosted an interactive pop-up called “The Trendy Trade-In” at Santa Monica Pier. Over 225 participants swapped short-lived wellness products for bottles of Bragg’s classic Apple Cider Vinegar, symbolizing a fresh start toward mindful living. More than 210 Bragg products found new homes — proof that consumers are ready to simplify their routines.

According to Courtney M. Cola, Director of Brand Marketing & Communications at Bragg, the message is simple: “The wellness space has become louder, not clearer. Our goal was to stay grounded in what’s real — the raw, unfiltered essence that Bragg has always stood for.”
The new tagline, “A Dose of What Works,” captures this essence perfectly — celebrating the efficacy and heritage of Bragg’s offerings.

Designing Nostalgia for the Modern Eye

Visually, the campaign draws from vintage Americana aesthetics — soft hues, weathered typography, and a nod to handcrafted wellness traditions. Yet, it balances that retro charm with a crisp, modern feel that resonates with today’s digital-first consumers.

Wellness, the Way It’s Meant to Be

With rollouts planned across CTV, digital media, and social platforms, “Back to What Works” reintroduces Bragg not as a trend follower, but as a standard-bearer of timeless wellness.
Because in a world chasing the next big thing, sometimes — what works best is what’s always worked.

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