Forging a Unique Voice in a Sea of Sameness

Vitamin and supplements wade in an endless sea of sameness: Generic ingredients, indistinguishable brands and advertising that would counteract any benefits the vitamins actually gave you. Natrol needed a way to stand out – on the shelf and in the minds of consumers.

Instead of trying to appeal to everyone with a bland, watered-down message, our research uncovered a tribe of harried, heroic women who wanted to take a more proactive role in managing their health. While health and wellness were important to them, they just didn't have the time or energy to be a typical health nut.

Built around both the daily realities and aspirations of our target, we helped Natrol carve their own unique space in the supplements world with a bold, empowering and humorous campaign that showed how Natrol helps you "Own Your Health."

Using broadcast and cable TV, health and wellness publications, and innovative digital tactics like programmatic buying, native advertorials and proximity-based, in-store targeting, we were able to connect with consumers on their terms.

With a heavy dose of boldness and a sprinkle of self-deprecating humor, we changed Natrol from just another bottle on the shelf into a brand that stood for something relatable and ownable. And while the campaign numbers were great, sales and brand awareness continued to grow even after the campaign was over, showing that we'd really hit a nerve.