Blackmores has launched Pawlympics, an integrated campaign developed with McCann Singapore, targeting younger, active consumers with a challenge built around a behavioral gap: fitness enthusiasts who track workouts but overlook the joint, muscle, and bone health that underpins their performance.
The campaign aims to position Blackmores’ Arthritis, Bone, Joint & Muscle (ABJ) range from a reactive supplement associated with older consumers to a product for health-conscious younger audiences focused on sustaining performance.
At the center of Pawlympics is a challenge: “Can you outwalk a pet?” The campaign cites research showing some pets take around 18,000 steps a day, against an average of 5,000 steps a day for office workers.
The campaign was anchored by the Pawlympics Run, a pet-friendly community event held on June 13 at AirCCC, Dempsey, and fronted by Mediacorp artiste Zhang Ze Tong. Some 200 participants joined Blackmores for the event, which included a “Rest & Recovery” experience where participants could wind down, recover, and socialize with pets.
Beyond the run, the campaign extends to a digital component on Strava, where Blackmores will release a series of weekly running routes inspired by real pet activity data. Participants are incentivized through rewards, leaderboards, and exclusive offers. Details on how to participate are available on the Blackmores SG Instagram page.
“Today’s active consumers are highly motivated by metrics and visible progress, but the support systems that enable fitness progress often go unnoticed,” said Andy Mckimmie, Country Manager for Blackmores Singapore and E-commerce Lead for Southeast Asia.
“Many young people take their mobility for granted, only paying attention when something breaks down. With Pawlympics, we’re highlighting the importance of proactively supporting joint, muscle and bone health — not just to perform today, but to future-proof how they move over time.”
“As the focus in fitness shifts from chasing personal bests to becoming increasingly social and consistency-driven, we saw an opportunity to highlight a blind spot in this behaviour,” said Peh Xin Ying, Creative Lead, McCann Singapore.
“While people track every run and metric, but the role of joint, muscle and bone health is rarely part of that conversation. By turning consistency into something visible and participatory through the challenge to ‘outwalk a pet’, we’re helping Blackmores show up in a way that fits naturally into how young people experience fitness today.”
The campaign has rolled out across social, video, out-of-home, influencer partnerships, digital media, and community-led running groups.
