{"id":60847,"date":"2026-06-15T10:25:08","date_gmt":"2026-06-15T02:25:08","guid":{"rendered":"https:\/\/sgbuzz.com\/?p=60847"},"modified":"2026-06-15T10:25:08","modified_gmt":"2026-06-15T02:25:08","slug":"blackmores-turns-pets-into-fitness-rivals-in-pawlympics-campaign-by-mccann-singapore-campaign-brief-asia","status":"publish","type":"post","link":"https:\/\/sgbuzz.com\/?p=60847","title":{"rendered":"Blackmores turns pets into fitness rivals in Pawlympics campaign by McCann Singapore \u2013 Campaign Brief Asia"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div id=\"content\">\n<div class=\"post-header\">\n\t\t\t    <span class=\"post-date\">June 15 2026, 10:18 am<\/span> | <span class=\"post-author\">BY Adam Shaw<\/span> | <span class=\"post-comment-count\"><a href=\"#comments\">No Comments<\/a><\/span>\n\t\t    <\/div>\n<div class=\"wrap-video\">\n<style><![CDATA[.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }]]><\/style>\n<p><iframe loading=\"lazy\" title=\"Blackmores \u2013 Future-proof how your body moves (30s)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ChmazN0ZcM8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>\t\t\t\t\t    <\/div>\n<div class=\"wrap-copy\">\n<h3>Health supplements company Blackmores is targeting a new generation of active consumers with Pawlympics, an integrated campaign grounded in a growing behavioural gap: while today\u2019s fitness enthusiasts are tracking every workout in building consistency, the physical foundations that enable that progress \u2013 joint, muscle and bone health \u2013 are often overlooked.<\/h3>\n<p>\u00a0<\/p>\n<p>Developed in partnership with McCann Singapore, the campaign aims to reposition Blackmores\u2019 Arthritis, Bone, Joint &amp; Muscle (ABJ) range from a reactive supplement associated with older consumers to an essential part of sustaining performance for younger, health-conscious audiences.<\/p>\n<p>At the heart of Pawlympics is a provocative and playful challenge: \u201cCan you outwalk a pet?\u201d Research has shown that some pets take around 18,000 steps a day, far outpacing the typical office workers who average 5,000 steps a day. The idea encourages active consumers to support their mobility with Blackmores ABJ\u2019s functional benefits to help them keep up with their pets.<\/p>\n<p>The campaign is anchored by the Pawlympics Run, a mass, pet-friendly community event designed to bring the idea of consistency to life in a shared, physical experience. Fronted by Mediacorp Artiste Zhang Ze Tong, the run saw 200 people join Blackmores to meet the challenge of outpacing their pets on 13 June at AirCCC, Dempsey. The run included a \u201cRest &amp; Recovery\u201d experience hosted by Blackmores, where participants could wind down, recover and socialise with pets.<\/p>\n<p>Beyond the run, the campaign extends into a sustained digital ecosystem hosted on Strava, where Blackmores will release a series of weekly running Pawlympics Routes inspired by real pet activity data. Participants are encouraged to complete them, and be incentivised through rewards, leaderboards and exclusive offers, reinforcing the importance of consistency while embedding the brand into everyday fitness routines that can be shared collectively. More details on how to participate in the challenge are available on the Blackmores SG Instagram page.<\/p>\n<\/p><\/div>\n<div class=\"wrap-images\">\n\t\t\t\t\t    \t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/campaignbriefasia.com\/wp-content\/uploads\/sites\/2\/2026\/06\/Blackmores-x-Pawlympics3.jpg\" alt=\"Blackmores turns pets into fitness rivals in Pawlympics campaign by McCann Singapore\"\/>\n\t\t\t\t\t\t\t    \t\t\t\t\t    <\/div>\n<div class=\"wrap-copy\">\n<p>Andy Mckimmie, Country Manager for Blackmores Singapore, and E-commerce lead for Southeast Asia, said: \u201cToday\u2019s active consumers are highly motivated by metrics and visible progress, but the support systems that enable fitness progress often go unnoticed. Many young people take their mobility for granted, only paying attention when something breaks down. With Pawlympics, we\u2019re highlighting the importance of proactively supporting joint, muscle and bone health \u2014 not just to perform today, but to future-proof how they move over time.\u201d<\/p>\n<p>McCann Singapore Creative Lead Peh Xin Ying, said: \u201cAs 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. 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 \u2018outwalk a pet\u2019, we\u2019re helping Blackmores show up in a way that fits naturally into how young people experience fitness today.\u201d<\/p>\n<p>The campaign has rolled out across social, video, OOH, influencer partnerships, digital media, and community-led running groups.<\/p>\n<\/p><\/div>\n<div class=\"wrap-images\">\n\t\t\t\t\t    \t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/campaignbriefasia.com\/wp-content\/uploads\/sites\/2\/2026\/06\/Blackmores-x-Pawlympics4.jpg\" alt=\"Blackmores turns pets into fitness rivals in Pawlympics campaign by McCann Singapore\"\/><br \/>\n\t\t\t\t\t\t\t    \t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/campaignbriefasia.com\/wp-content\/uploads\/sites\/2\/2026\/06\/Blackmores-x-Pawlympics1.jpg\" alt=\"Blackmores turns pets into fitness rivals in Pawlympics campaign by McCann Singapore\"\/>\n\t\t\t\t\t\t\t    \t\t\t\t\t    <\/div>\n<\/p><\/div>\n<p><br \/>\n<center><br \/>\n<br \/><a href=\"https:\/\/campaignbriefasia.com\/2026\/06\/15\/blackmores-turns-pets-into-fitness-rivals-in-pawlympics-campaign-by-mccann-singapore\/\" target=\"_blank\" rel=\"noopener\">Read Full Article At Source <\/a><br \/>\n<center\/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>June 15 2026, 10:18 am | BY Adam Shaw | No Comments Health supplements company Blackmores is targeting a new generation of active consumers with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":60849,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[2611],"tags":[],"class_list":["post-60847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz-headlines","wpcat-2611-id"],"_links":{"self":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/60847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=60847"}],"version-history":[{"count":0,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/60847\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/media\/60849"}],"wp:attachment":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=60847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=60847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=60847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}