Last year, NOW, the largest independent and family-owned manufacturer of natural products, vitamins and supplements, launched its first-ever integrated national campaign from its new creative agency partner, Hanson Dodge.
The platform was “Feel good spending less,” which focused on how NOW provides quality supplements without you having to pay a premium price. It was an especially resonant message at the time, as people were feeling the economic strain brought on by the specter of a recession.
Fast forward and the brand is launching the next evolution in its “feel good spending less” campaign. Across video, print, digital, social and out-of-home, NOW is doubling down on the quality of its products by emphasizing how it tests (and tests and tests) for the purity of its supplements…as many as 19,000 tests every month!
That’s a lot of testing.
Many supplement brands have quality claims. NOW didn’t just want to tell people; it wanted to jolt people into understanding the magnitude of the quality of NOW products – to see the great lengths NOW goes to ensure its quality is superior. The tagline is, “NOW. 19,000 reasons to feel good spending less.” Watch below:
REELated:
The campaign is scheduled to launch this week and will appear on both connected and over-the-top TV, with streaming audio, print magazines such as Real Simple and Women’s Health, digital, NOW social media channels and local partnerships with Real Simple later in the year. Taken together, these are media channels that reach the brand’s target of adult savvy shoppers, 25-55, who are invested in food and well-being and, maybe, motivated, but still on the fence regarding NOW as the solution to their supplement needs.
CREDITS
CLIENT: NOW
- VP, Global Sales and Marketing: Dan Richard
- Marketing Director: Amber Cerda
- Senior Director of Quality: Katie Banaszewski
- Creative Services Manager: Tim Imbordino
- Senior Digital Marketing Manager: Tara Makare
AGENCY: Hanson Dodge
- Executive Creative Director: Chris Buhrman
- Art Director: Jillian Turbessi
- Graphic Designer: Konrad Losiak
- Copywriter: Mike Betette
- Producer: Michael Joyce
- Digital Production: Brad Rochford
- Brand Strategist: Mike Stefaniak
- VP, Client Leadership: David Pollard
- Account Director: Sara Theis
PRODUCTION COMPANY: 8th Street Productions
Director: Aaron Platt
POST-PRODUCTION:
Video: Untitled Content
Audio: V.6 Audio
OTHER PARTNERS: Independent Studios (Radio)
