Tonic Health Media has rebranded to Tonic Media Network in a move to reposition the business as an all-encompassing health, wellbeing and lifestyle network.
The rebrand reflects the business’ growth areas following a number of recent developments including a programmatic DOOH partnership with Vistar, Hivestack and Broadsign; the launch of direct-to-consumer eCommerce platform Chemist2U, and the acquisition of health information website mydr.com.au in partnership with Healthline Media and Medical News Today.
Tonic Media Network engaged global creative agency AnalogFolk for the rebranding process. The new name, logo and positioning will roll out across assets and communications over the following weeks.
Managing director and CEO of Tonic Media Network, Dr Matthew Cullen (pictured), explained the brand campaign was an ode to the established health arm of the business but also encapsulated other business growth areas.
Matthew Cullen
“Health will always be core to our brand identity but now under this new name and logo, we are better positioned to serve a broader array of clients.
“We are constantly looking at new and innovative ways to connect people to relevant consumer messaging when they need it most and this rebrand is the latest evolution of that vision.
“Building upon Tonic’s existing reputation in the market, we’re excited to continue growing under this new banner to become the largest lifestyle, health and wellbeing media network in Australia.”
Matt Robinson, AnalogFolk managing director added, “We’re very proud to have won this important project, helping Tonic Media Network develop its new brand identity and positioning.
“They are a business with huge ambition and our ‘brand folklore’ methodology – taking them back to their roots and redefining their beliefs, personality and purpose – has continued their evolution and given them room to fulfill that ambition in better serving Australia’s health and wellbeing needs.”
Since its inception in 2014, Tonic Media Network has grown to over 50 staff and works with major advertisers in the pharmaceutical, FMCG, government, food and travel sectors.