Adrien Gagnon launches in-app ‘gummy hunt’ via KMB partnership

Building on the successful 2025 launch of its Nutritional Gummies Range (楓之寶營養軟糖), Adrien Gagnon has partnered with KMB to transform the stress of daily commuting into an immersive wellness journey.

While the campaign continues to leverage a robust influencer network, the true breakthrough lies in its shift toward contextual wellness. This strategy transforms transport media from a passive advertising space into a behaviour-responsive tool, meeting consumers exactly where they are - both physically and emotionally.

A central pillar of the strategy is educating the mass market on a fundamental shift in health habits. As gummies deviate from traditional supplement formats such as capsules, the campaign serves as an educational bridge. By positioning the range as a modern, hassle-free integration of health into a busy lifestyle, Adrien Gagnon is effectively rebranding functional supplements as sophisticated, scientifically-backed "functional treats" that are as enjoyable as they are effective.

The initiative, executed in collaboration with PR agency RSVP Communications, creative agency ROLLROLLROLL, and media agency PHD, aims to recruit new users by making wellness messaging feel accessible and engaging rather than clinical.

The partnership with KMB represents a strategic breakthrough in transport media. With over 6.5 million downloads and 1.1 million daily active users, the KMB App1933 provides a high-frequency platform for "micro-moments" of engagement.

This platform offers a perfect demographic fit, reaching a balanced core of users aged between 25 and 54—spanning both younger audiences seeking fun, mood-lifting snacks and adults looking for functional wellness routines. By reimagining the commute as a moment of emotional relevance, the brand creates meaningful wellness touchpoints that align naturally with the daily rhythms and immediate needs of urban commuters.

A primary execution of this breakthrough is the "Find the gummy" interactive game, which is seamlessly embedded within the KMB App1933 ecosystem. Leveraging the app's action-driven functionality, such as route searches and real-time arrival updates, the gamified experience invites passengers to locate virtual gummies along their live bus routes.

This transforms a passive journey into active brand participation while users are already waiting or in transit. The platform goes beyond entertainment by providing real-time identification of nearby purchase locations and unlocking coupons via the club1933rewards system. This creates a powerful online-to-offline bridge that ensures wellness messaging provides a clear, incentivised path to purchase, effectively recruiting new users through a value-added experience.

Complementing this digital interaction is the use of high-impact bus body out-of-home advertisements and behaviour-driven seat back stickers, which utilise contextual creative to speak directly to the commuter's immediate physical environment. These creatives were meticulously designed around actual passenger behaviours, specifically targeting the prevalence of mobile phone usage on buses. For those lost in heavy mobile scrolling, localised tags such as "Keep scrolling and your eyes won't take it!" (再碌手機，真係 No eye see！) link screen time with eye fatigue, introducing Focus-D Gummies in a light-hearted, relatable tone.

Similarly, for those stuck in gridlock, the messaging "Traffic isn't in your control, but your mood is" (塞車唔係你控制，但心情可以) presents mood-support wellness solutions as a positive and supportive presence during daily travel moments. This ensures the wellness message feels timely and contextual rather than generic, responding to in-the-moment emotions to build a deeper brand-consumer bond.

Supporting this physical breakthrough is a multi-layered influencer strategy that extends the narrative into the digital home. Building on the relatable storytelling of personalities such as Ah Jeng (阿正), who positions the products as a solution for "emo days," the campaign has expanded to include a diverse network of "Parent & Kid" creators.

This is a two-month campaign to ensure message intensity and maintain momentum across out-of-home, digital, and influencer touchpoints, allowing for effective frequency build-up.

By showcasing authentic family usage through influencers, this layer reinforces the brand’s family-friendly positioning and supports household penetration. These creators demonstrate that wellness can be an easy, daily habit for all ages, effectively transitioning the range from a commuter’s quick fix to a trusted domestic staple.

Ultimately, this initiative highlights how a strategic shift toward context and behavioral insight can elevate a brand’s presence in a saturated market. By prioritising experience-led engagement over traditional product-centric messaging, Adrien Gagnon aims to turn a routine urban journey into a high-value wellness touchpoint.

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