It’s All Fun and Games with This Multivitamin

In a move that redefines what cognitive wellness can look like after 50, Centrum Silver and American restaurant chain Dave & Buster’s have joined forces for ‘Dave & Brain Busters’, a playful new campaign that brings science and screen time together in unexpected ways.

Inspired by new findings from Centrum and Talker Research which found that nearly three in four adults over 50 believe engaging with technology supports their memory and mental sharpness, the initiative challenges the long-held notion that ‘screen time is bad’. In this rebuttal, ‘Dave & Brain Busters’ positions interactive play as a modern, social, and scientifically-backed form of brain health, all delivered through a partnership that feels as surprising as it is strategic.

Talking to LBB’s April Summers, Josh Gabriele, brand director, Centrum, Haleon unpacks how this unconventional collaboration came to life. By reframing screen time as a tool for cognitive wellness and making brain health feel social, humorous, and culturally current, he shares how ‘Dave & Brain Busters’ injects an unexpected dose of play to the world of preventative health.

LBB> Centrum Silver has long been positioned as a product rooted in science and health, so what inspired the brand to step into an unexpected entertainment space like Dave & Buster’s? And how does this partnership help you reframe what cognitive wellness can look like for adults aged 50-plus today?

Josh> At Centrum, our mission has always been to help people live healthier, more vibrant lives at every age, and that includes staying sharp mentally. Through our partnership with Dave & Buster’s, we wanted to challenge expectations of what ‘wellness’ looks like after 50 by spotlighting two unexpected sources of brain health benefits: Centrum Silver’s clinically proven cognitive support for adults aged 50-plus, and the power of engaging, screen-powered play.

We know cognitive health isn’t just about nutrition – it’s also about staying engaged, social, and curious. Dave & Buster’s offers an environment that naturally stimulates the mind through active, screen-powered play. By pairing that experience with the benefits of Centrum Silver, we’re showing that memory support can be both fun and science-based.

It’s an invitation to rethink what multivitamins can do, and to view brain health as something that’s social, enjoyable, and backed by science.

LBB> This campaign challenges a long-held belief that ‘screen time is bad.’ Can you walk us through the research and insight process that led to reframing interactive gaming as a positive, brain-healthy behaviour? How does that connect back to Centrum’s scientific credibility?

Josh> Our insights started with a simple observation: most people still think ‘screen time’ is harmful. Centrum dug into this a bit more and launched a survey with Talker Research, which showed that two in three adults over 50 have heard that screen time is harmful.

However, three in four adults believe it is important to actively engage with new technology. It's something top of mind for an overwhelming majority of those 50 and over, with 78% admitting they're concerned about cognitive aging, and 96% saying it's important for them to retain their cognitive abilities and memory as they age.

At the same time, emerging science tells us that when digital engagement is active and purposeful – such as playing games that challenge memory, strategy, and coordination – it can actually reduce the risk of cognitive decline.

That insight sparked the idea for ‘Dave & Brain Busters’. The NIH-funded COSMOS trials, which included over 5,000 participants, showed that daily use of Centrum Silver can support memory and cognition, and may slow cognitive aging by up to 60%.So, by reframing screen time through the lens of active play, we’re giving people a fresh, evidence-based way to support brain health that aligns with our scientific heritage.

LBB> The idea of combining clinically proven supplements with interactive gaming feels like a fresh example of cross-category storytelling. What can you share about the creative process? How did Centrum, Dave & Buster’s, and Amy Sedaris work together to make brain health feel social, funny, and culturally current?

Josh> The creative process was all about balance, making brain health feel both credible and culturally relevant.

Working with Dave & Buster’s gave us the perfect stage to bring that to life. Its gaming environment is inherently social and high-energy – a great counterpoint to the seriousness often associated with health campaigns.And with Amy Sedaris, we found the ideal partner to deliver that message with warmth and wit. Amy brings humour and authenticity that resonates with adults over 50, but she also connects across generations. Her comedic sincerity helps deliver an important message: humour makes the subject of brain health approachable and memorable.

LBB> This feels like more than a one-off activation and more like a pilot for a new kind of health-meets-entertainment experience. Are there plans to evolve ‘Dave & Brain Busters’ beyond the ‘Silver Hours’ campaign, and what might success look like in the longer term?

Josh> ‘Silver Hours’ will run through to 14th of November across select Dave & Buster’s locations in Florida, Arizona, and Illinois, offering exclusive discounts for adults aged 50 and over. However, the Dave & Buster’s games list we’ve identified as a part of this campaign – due to them naturally supporting cognitive skills such as reflexes, memory and problem-solving – can be played at Dave & Buster’s across the US at any time.

Featured games include ‘Pac-Man’ (for pattern recognition and strategy), ‘Doodle Jump’ (for reflexes, prediction and focus), ‘Fruit Ninja FX’ (for processing speed and handy-eye coordination), ‘Grand Piano’ (for sequencing, rhythm, and coordination), and many more .
Success for us is measured in impact, changing perceptions around what ‘healthy aging’ looks like, and helping people rethink what brain health and multivitamins can do.