Best US Wellness Campaigns: 25 Cases, Headspace to Cerebral

Part of EPR's 25-campaign series: Healthcare · Supplements · Global Wellness · Luxury · Parenting. See all industries in best marketing campaigns by industry.

The most influential U.S. wellness marketing campaigns include Headspace's Netflix series, Calm's celebrity Sleep Stories, Peloton's instructor-led community, Nike Training Club's free workouts and AG1's podcast sponsorships. Each turned a product into a daily habit. Four well-known names, Amazon Halo, Lululemon Mirror, Care/of and Cerebral, appear as cautionary cases, because their marketing outlasted the business or the practice behind it.

Updated November 14, 2026, with five 2026 additions from the Super Bowl LX wellness ads and the year's wearable and food launches, and a peer-reviewed study on app retention.

Wellness in the United States is no longer just a category. It is a culture, and its brands moved faster than traditional healthcare marketing ever did. For the wider healthcare picture see EPR's 25 Healthcare Marketing Campaigns That Redefined Digital Marketing. For the supplement side see 25 Best Supplement and Wellness Brand Marketing Campaigns, and for how these playbooks travel abroad see 25 Global Wellness Campaigns That Travel.

The 25 U.S. Wellness Campaigns at a Glance

U.S. Wellness Campaigns That Turned Platforms Into Habits

These brands turned products into daily habits.

1. Headspace: "Meditation Made Simple"

Headspace pairs bright animation with an approachable tone and app-first onboarding. Why it works: meditation stops feeling intimidating when the first thing a person sees is a friendly cartoon, not a lecture. The brand's best-known push is the Mindful March campaign.

2. Headspace: The Netflix Series

Headspace Guide to Meditation premiered on Netflix on January 1, 2021, with eight 20-minute episodes narrated by Headspace co-founder Andy Puddicombe, according to MobiHealthNews. It was the first of three planned Headspace series with Netflix, produced with Vox Media Studios. Why it works: the series put the brand's teaching style on the biggest living-room screen at the moment people set their New Year resolutions.

3. Calm: Celebrity Sleep Stories

Calm's sleep content uses familiar voices to make rest feel like entertainment. Calm's materials cite narrators including Harry Styles, Michael Bublé, Jennifer Garner and Matthew McConaughey across a library of more than 500 Sleep Stories. Why it works: the content is the product and the marketing at once.

4. Noom: Psychology-Based Weight Loss

Noom positioned behavioral science and daily coaching against crash dieting. Why it works: it sold a method, not a number on a scale.

These campaigns worked because they did not just explain wellness. They operationalized it. Users were not learning about meditation or sleep. They were doing it.

Fitness as Community

Fitness brands turned engagement into identity.

5. Peloton: Instructor-Led Social Campaigns

Peloton treated instructors as influencers and workouts as media. Why it works: riders followed people, not equipment.

6. Peloton: "Together We Go Far"

The pandemic-era message framed community as a substitute for physical space. Why it works: it gave isolated riders a reason to keep showing up.

7. Nike Training Club: Free Digital Workouts

Nike made training content free and accessible. Why it works: generosity built brand equity that a paid app could not. The wider logic of Nike's digital model is in Nike's Digital Transformation: A Masterclass in Personalization and Consumer Engagement.

8. Apple Fitness+: Integrated Ecosystem

Apple joined hardware, software and content into one experience. Why it works: every device in the ecosystem reinforces the habit.

9. Apple Watch: "Close Your Rings"

Apple's Close Your Rings page asks users to close three daily Activity rings (Move, Exercise and Stand), lets them share rings with friends and family, and runs seven-day head-to-head competitions scored on the percentage of rings closed. Apple says the rings are optimized for wheelchair users. Why it works: a simple daily goal and friendly competition turned health tracking into a game.

These campaigns succeeded because they blurred lines. Product, platform and marketing became one system.

Supplements and Personalization at Scale

The supplement space leaned on data and identity. The full category story, with deal values and four patterns behind it, is in 25 Best Supplement and Wellness Brand Marketing Campaigns.

10. Ritual: Transparency Campaigns

Ritual made ingredient sourcing the story. Why it works: in a category full of vague claims, showing the source earned trust.

11. Seed: Microbiome Education Content

Seed led with science-forward, design-driven communication. Why it works: education came before the sales pitch.

12. HUM Nutrition: Influencer-Led Growth

HUM relied on creators and social proof as its conversion driver. Why it works: recommendations from people followers already trusted carried more weight than brand claims.

13. AG1: Podcast Sponsorship Strategy

AG1 built long-form trust through repetition on podcasts. Why it works: hosts delivered the message in their own voice, again and again. See the AG1 profile.

Here the innovation was narrative control. These brands sold frameworks for understanding health, not just supplements. Why that trust matters more than hype is covered in Supplements: Why Trust Wins and Hype Burns Brands.

Mental Health and U.S. Wellness Campaigns

Mental health campaigns became some of the most culturally impactful.

14. BetterHelp: Podcast and YouTube Integration

BetterHelp embedded itself in content people already trusted. It also partnered with Noodles & Company on a $1 million promotion giving away up to 4,000 free months of therapy, according to MediaPost. Why it works: the offer showed up where audiences already were.

15. Talkspace: "Therapy for All"

Talkspace made Olympic swimmer Michael Phelps the face of a 2018 TV campaign in which he spoke about his depression and therapy, according to Calcalist. Why it works: a famous face made therapy feel normal.

16. Shine: Community-Based Mental Wellness

Shine used daily texts and micro-content to build a community around mental wellness. Why it works: small, regular touches built habit without demanding time.

17. Headspace: Corporate Wellness Programs

Headspace expanded through employers, a B2B2C route to individual users. Why it works: an employer's endorsement lowered the barrier to trying the app.

These campaigns reframed therapy as accessible, immediate and normal. Treatment providers face a narrower version of the same challenge under privacy law, covered in Addiction Treatment Marketing: What Works in 2026.

Retail Health and Wearables

Wellness moved into everyday environments.

18. CVS Health: Digital Wellness Ecosystem

CVS positioned the pharmacy as a lifestyle hub. Why it works: it widened what a pharmacy visit was for. The clinic side of the same shift is in 3 Urgent Care Digital Marketing Campaigns That Worked Well.

19. Walgreens: Health Access Campaigns

Walgreens sold convenience as care. Why it works: proximity and speed were the message.

20. Oura Ring: Sleep Optimization

Oura turned sleep data into a visual story users wanted to check each morning. Why it works: data visualization drove daily engagement.

21. WHOOP: Performance Analytics for Everyday Users

WHOOP brought athlete-level tracking to consumers. Why it works: it made elite metrics feel personal.

These campaigns made wellness measurable, and therefore actionable.

Four U.S. Wellness Campaigns That Did Not Last

Four widely discussed names belong on this list for what they teach. Their marketing earned attention, but the business or the practice behind it did not hold.

22. Amazon Halo: Data-Driven Wellness Messaging

Amazon launched Halo in August 2020 with a screenless fitness band and a subscription service, and Amazon later announced it would stop supporting Halo effective July 31, 2023. Halo devices and the app stopped working on August 1, 2023, and Amazon refunded purchases from the prior 12 months, according to GeekWire and the Associated Press. The lesson: biometric messaging only works if customers will live with the data collection behind it.

23. Lululemon Mirror: "Workout Reimagined"

Lululemon paid $500 million for Mirror in 2020. In 2023 it took $443 million in impairment charges on the business, announced a five-year partnership making Peloton its digital content provider and ended Mirror hardware sales, according to Retail Dive and PYMNTS. The lesson: premium at-home fitness hardware could not sustain the demand the pandemic created.

24. Care/of: Personalized Vitamin Packs

Care/of, founded in 2016 by Craig Elbert and Akash Shah, used a lifestyle quiz to recommend a custom vitamin mix. Bayer acquired a 70% stake in 2020 in a deal reportedly valued at $225 million. Care/of canceled all subscriptions on June 17, 2024 and laid off 143 employees, according to TechCrunch and NutraIngredients-USA. The lesson: a quiz-driven marketing engine did not guarantee a lasting business.

25. Cerebral: Online Therapy and Medication Management

Cerebral marketed online therapy and medication management for conditions including anxiety, depression and ADHD. In April 2024 the Federal Trade Commission announced an order requiring Cerebral to pay $7 million and imposing what it called a first-of-its-kind ban on using health information for most advertising purposes, according to The Markup and MedCity News. The lesson: in health, how advertising data is handled matters as much as the creative.

Which U.S. Wellness Campaigns Stood Out in 2026?

Five U.S. wellness campaigns stood out in 2026: Hims & Hers' Super Bowl ad, Ro's Super Bowl debut, Oura's fifth ring, Function Health's Sweetgreen menu and Liquid I.V.'s first Big Game spot. Together they show wellness brands moving from apps and podcasts to the biggest stages in advertising, with Northwestern's Kellogg School professor Tim Calkins calling Super Bowl LX possibly "the health Super Bowl," as reported by Becker's Hospital Review.

Hims & Hers, "Rich People Live Longer"

Hims & Hers used its 2026 Super Bowl ad to question why wealth still determines how long Americans live, after using its 2025 ad to confront the obesity crisis, according to Athletech News. FITT Insider reported that the spot criticized preventive care as a luxury good. The lesson: a wellness brand can win attention by taking a public position on access. EPR covers the telehealth model in How Hims, Ro, and Telehealth Built the New Drug Marketing.

Ro, the Super Bowl debut with Serena Williams

Ro made its Super Bowl debut in 2026 with tennis champion Serena Williams, who spoke about the broader health benefits of GLP-1 medicines, according to Adweek. The lesson: a respected athlete can introduce a prescription wellness category to a mass audience.

Oura, the Ring 5 launch

Oura launched Oura Ring 5 in May 2026, a ring that SGI Europe reported is 40 percent smaller than its predecessor, and built the campaign around athletes presented as real users rather than spokespeople. SGI Europe cited a June 2026 analysis noting that the athletes explain how the product fits into their training and recovery routines. The lesson: a wearable earns credibility when the people using it describe a routine, not a slogan. The brand's earlier campaign is covered in item 20 above.

Function Health and Sweetgreen

The health testing platform Function Health, valued at $2.5 billion the year before, partnered with the salad chain Sweetgreen, which has nearly 900 U.S. locations, to launch a special menu designed by Dr. Mark Hyman, according to Glossy in January 2026. The lesson: a testing brand can turn its data-driven message into something a customer can order at lunch.

Liquid I.V., the first Super Bowl spot

Liquid I.V. planned to unveil its first Super Bowl spot in 2026, with a Hollywood feel, and described the game as the next biggest stage for its brand, according to Athletech News. The same report listed Poppi's return with Charli xcx and Rachel Sennott and Oikos' spot with Kathryn Hahn and Derrick Henry among the wellness-leaning advertisers. The lesson: once a hydration brand reaches a certain size, the Super Bowl is the next step on the ladder.

What did Under Armour's wellness pivot teach?

Under Armour's wellness strategy shows how a platform bet can fail while a positioning bet continues. The brand reportedly bought MapMyFitness in 2013 for roughly $150 million and MyFitnessPal in 2015 for $475 million, then sold MyFitnessPal to Francisco Partners in October 2020 for $345 million. MapMyFitness was reportedly sold to Lifesum in 2024, and Endomondo was shut down. Its Beyond the Game campaign, launched in the U.S. in fall 2024, repositions the brand around mental and emotional health alongside athletic performance, a lane between Nike's recovery-product story and Lululemon's lifestyle story. The lesson: wellness positioning held up best when it ran through athletes and storytelling, not through owned software platforms.

The Agencies Quietly Powering U.S. Wellness Campaigns

While these brands get the spotlight, the execution often comes from specialized agencies that understand both healthcare constraints and consumer behavior.

5WPR: Wellness and Healthcare PR at Scale

5WPR has played a key role in amplifying wellness brands through integrated healthcare digital PR strategies, combining influencer outreach, media placement and content amplification. Its campaigns often bridge credibility and visibility, ensuring that emerging brands break into mainstream conversation. 5W's wellness and supplements marketing group has built a reputation for translating clinical claims into consumer-friendly campaigns without losing regulatory nuance.

Real Chemistry: Data-Driven Health Campaigns

Real Chemistry brings analytics and behavioral insights into campaign design, helping wellness brands optimize messaging across channels while maintaining regulatory alignment.

These agencies represent a broader shift. Healthcare marketing is no longer just about compliance. It is about competition.

What These U.S. Wellness Campaigns Got Right

They Made Wellness Actionable

Apps, tools and content turned intention into behavior.

They Built Ecosystems, Not Just Products

Engagement extended beyond the first interaction. The retention side is covered in Email Marketing by Industry: The 2026 Playbook.

They Leveraged Trusted Channels

Podcasts, influencers and communities carried the message.

They Aligned Experience With Message

What was promised was often delivered immediately, and the four cautionary cases show what happens when the business behind the promise does not hold.

How these brands now show up inside AI answers is covered in GEO for Healthcare.

What does peer-reviewed research say about wellness app engagement?

Peer-reviewed research shows why habit-building matters so much for wellness apps. A 2019 study in the Journal of Medical Internet Research by Baumel and colleagues analyzed real-world usage of 93 popular mental health apps. The median 15-day retention rate was 3.9% and the median 30-day retention rate was 3.3%, so only a small portion of users kept using the apps over a long period. On day 30, mindfulness and meditation apps (median 4.7%) retained users better than breathing exercise apps (median 0.0%), according to the study.

That gap is the marketing problem behind this list: the campaigns that lasted, from Headspace's Netflix series to Calm's Sleep Stories and Peloton's instructors, gave people a reason to come back, not just a reason to download.

Related EPR Coverage

• Best Marketing Campaigns: Examples by Industry
• 25 Healthcare Marketing Campaigns That Redefined Digital Marketing
• 25 Best Supplement and Wellness Brand Marketing Campaigns
• 25 Global Wellness Campaigns That Travel
• 3 Urgent Care Digital Marketing Campaigns That Worked Well
• 16 Best LASIK Marketing Campaigns and Lessons
• Healthcare PR: Strategy, Firms, Crisis, and AI Visibility
• Healthcare Communications
• Wellness coverage

Originally published May 2026. Updated November 14, 2026.