Cognizin®: Bringing Cognitive Performance to Fitness & Wellness.
Client
Cognizin® (Kyowa Hakko)
Service
Experiential & B2B2C Communications
Industry
Wellness
Impact
500M+ Impressions
"For branded ingredients, consumer awareness increasingly drives customer demand - so we moved Cognizin® from the formulation into the conversation."
The Challenge
As a clinically researched cognitive ingredient, Cognizin® had already earned credibility with formulators, supplement manufacturers, and health-conscious consumers. The next challenge was to build awareness among fitness and sports consumers by demonstrating how cognitive performance supports every aspect of an active lifestyle - from focus and energy to recovery and peak performance.
The Opportunity
Strong New York is one of the country's premier fitness and wellness experiences, bringing together thousands of athletes, trainers, wellness professionals, biohackers, and health-conscious consumers eager to discover the latest innovations in performance and longevity. The event provided the ideal environment to position Cognizin® at the intersection of cognitive health, fitness, and functional nutrition - while showcasing products from its customer brands to an audience actively seeking performance solutions.
Our Strategic Thinking
Rather than treating Strong New York as a traditional trade-show sponsorship, we developed an integrated B2B2C activation that connected ingredient science with real consumer experiences. The objective was to engage these consumers while creating value for Cognizin® customer brands - positioning Cognizin® as the trusted cognitive performance ingredient powering innovative products across multiple categories, and helping partner brands tell a stronger story directly to consumers.
Execution
Our experiential strategy combined education, product discovery, influencer engagement, and digital amplification across multiple touchpoints: an interactive Cognizin® booth featuring science education and product sampling; an educational presentation on the Brand Stage; inclusion in the Strong New York VIP Gift Bags and Gifting Suite, placing partner products into the hands of influencers, trainers, speakers, and wellness leaders; Cognizin® TV hosted by Jamie Hess, featuring interviews with fitness experts, biohackers, creators, and wellness innovators that generated ongoing content for social and PR; and digital marketing and email campaigns supporting attendance and post-event engagement.
The Outcome
The activation positioned Cognizin® at the center of the growing conversation around mind-body performance while strengthening relationships with consumers, influencers, and customer brands - delivering 500M+ impressions across Strong New York's channels, 4,162 event attendees, 250 VIP gift bags, and 1,845 workout participants throughout the event.
Why It Mattered
For branded ingredients, consumer awareness increasingly drives customer demand. By creating an immersive B2B2C experience, ADIN helped Cognizin® move beyond ingredient awareness to become part of the consumer conversation around fitness, wellness, and cognitive performance - strengthening brand authority, supporting customer brands, and showing how experiential marketing can connect ingredient science to everyday consumer benefits.
An integrated B2B2C activation - interactive booth, Brand Stage education, VIP gifting suite, and Cognizin® TV with Jamie Hess - at one of the country's premier fitness and wellness experiences.
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