Entero and Germina. Mission to educate consumers about the role of probiotics in restoring gut microflora

Anastasia Zhuravel, CEE Brand lead, Opella Healthcare Ukraine Eugene Levchenko, Brand lead, Opella Healthcare Ukraine Irina Zhgir, Group Account Director, OMD Optimum Media Yulii Karnaushenko, Media Group Head, OMD Optimum Media Andrii Vlasov, Senior Strategic Manager, OMD Optimum Media Illya Egorov, Digital Media Planner, OMD Optimum Media Serhii Skripkin, OOH Media Buyer, OMD Optimum Media Anastasia Maksymenko, Radio Media Buyer, OMD Optimum Media

Background: With only 16% category penetration, Enterogermina faced the challenge of educating consumers about probiotics amid low awareness and heavy competition. Many believed probiotics were unnecessary if they already led a healthy lifestyle. Additionally, the market was cluttered with lookalike brands and fragmented media efforts. Creative Idea: Entero and Germina — brand mascots “smart spores” — became animated superhero characters that made complex probiotic science fun, emotional, and culturally relevant. This edutainment concept helped build understanding and trust while clearly differentiating the brand. Execution: The campaign leveraged short, engaging YouTube videos (6–80s), premium platforms like Megogo and Division, and contextual targeting via Fusify and Meta. Offline, it reached audiences in cinemas and radio. Messaging was optimized for everyday media habits and peak moments. Results: Sales grew by +23%, market share rose +2 pp, and TOM awareness increased +4.8 pp. Brand trust, spontaneous awareness, and trial rates also improved. Organic search volumes rose by +9% and remained high post-campaign, proving lasting impact.