Not all probiotics are created equal






Since 2005, Interbrand has worked closely with Procter & Gamble (P&G) to take a then unnamed dietary supplement from ground-breaking idea to market leader.

Align was named to speak to the health and harmony benefits that P&G hoped would have a life-changing effect for America’s 30 million irritable bowel syndrome (IBS) sufferers. We also coined the name “Bifantis” to define the patented active ingredient, Bifidobacterium infantis 35624, in a more accessible way.

Our design and strategy expertise helped P&G explore and analyze a variety of print and promotional opportunities, including a limited product launch on the internet and a 30-second television spot that produced a 400% sales boost in the city where Align was tested. This success inspired P&G to launch the brand nationally and ahead of schedule to consumer and critical acclaim.

Acknowledging the accelerated pace of the work, P&G thanked Interbrand for “being an agile and responsive partner” and redefined our ongoing work in terms of global packaging strategy and design.

Align won an Edison Gold Award for best new product of the year and is now the #1 gastroenterologist recommended probiotic in America.