It’s no secret that health and wellness is top-of-mind for many consumers. According to Fortune Business, the global vitamin and supplement market was estimated at $130 billion going into COVID. Coming out of the pandemic, the category is enjoying its highest growth rate and is now projected to reach close to $200 billion by 2028.
Currently, the natural supplement category is filled with many premium-priced brands. NOW, the largest independent and family-owned manufacturer of natural products, vitamins and supplements, wants to change this landscape by cementing in people’s minds that it is THE brand which provides high-quality supplements, but without a premium price tag. In the end, while people want to feel they are doing the very best for their health, they also don’t want – or need – to break the bank.
Against this backdrop, NOW is launching its first-ever fully-integrated national brand campaign. It’s also the first work from Hanson Dodge, which was named NOW’s agency-of-record in February.
The premise of the new campaign is that you can “feel good spending less with NOW.” And the work seeks to differentiate itself from much of the “sameness” in the category. Instead of typical images intended to show what health looks like, such as people doing yoga, making homemade smoothies, hiking in the beautiful outdoors – even the color green – the new NOW campaign focuses on demonstrating what good health feels like.
In a series of TV, print, digital and social media ads, we see high energy moments and vibrant and joyous colors, accompanied by uptempo soundtracks and laughter – elements intended to appeal to NOW’s desired target audiences, which range from millennials who want to start focusing on their health to people already actively doing things to promote a healthy lifestyle. Watch below:
The multi-million dollar effort launches this week and will run through the end of the year. “Feel Good Now” messages will appear in magazines such as Women’s Health and Real Simple, on over-the-top TV, digital out-of-home and displays, streaming audio as well as social media.
There’s even an event planned in partnership with Real Simple in Florida in September.Ad Age names Hanson Dodge “Best Place to Work”
AGENCY: Hanson Dodge
- Executive Creative Director: Chris Buhrman
- Associative Creative Director: Katherine Schmidt
- Art Director: Jillian Turbessi
- Graphic Designer: Maddy Margulis
- Copywriter: Katherine Schmidt
- Producer: Michael Joyce
- Digital Production: Brad Rochford
- Brand Strategist: Mike Stefaniak
PRODUCTION COMPANY: RW2
Director: The Wade Brothers
- Video: Richard Cooperman/Wildchild
- Audio: Nick Anello/ Post Haus
PHOTOGRAPHY: The Wade Brothers
OTHER PARTNERS: Independent Studios (Radio)