Culturelle launches campaign with Jessica Alba

Probiotic brand Culturelle is partnering with actress and entrepreneur Jessica Alba for a multi-year collaboration, which is kicking off with a new ad campaign. The campaign, called “The Difference is Culturelle” will highlight the shared values between Alba and Culturelle, including a commitment to high-quality products that are effective and contain safe and scientifically proven ingredients. 

Alba, who founded the Honest Co., has focused on a mission-driven business strategy and empowering consumers to live healthy lives. 

“Jessica Alba was our first and only choice as partner,” said Wes Parris, CEO of Culturelle parent company i- Health. “Her life very much reflects our consumer, who is demanding effective products, transparency and information on clean and trusted ingredients so that they make informed, healthy choices.” 

The ad campaign will highlight the science behind Culturelle’s ingredients, including Lactobacillus rhamnosus and its commitment to transparency. 

"As a busy mom of three and entrepreneur, I believe in taking an honest, balanced and realistic approach to living a healthy life,” Alba said. “It’s all the little things that add up and make a big difference. Culturelle® Probiotics are an easy, everyday choice for me and for my family that can truly make an impact on our overall health.” 

Culturelle’s products include digestive and immune health offerings for children and adults, sold on Amazon.com and at such major retailers as Walmart, Target, CVS Pharmacy and Walgreens.