In the crowded and commoditized vitamins and supplements category, most consumers believe all products are created equal—Vitamin D is Vitamin D, no matter the label. As a result, brand loyalty is low, and NOW was being overlooked and outspent by competitors in a market where distribution and shelf presence often win.
To stand out, we needed to shift the conversation from ingredients to integrity. We uncovered a powerful differentiator: NOW conducts more than 31,000 quality tests every month—a level of scrutiny unmatched in the industry This relentless commitment to purity, safety, and performance inspired the campaign idea: “A Healthy Obsession.” Through smart storytelling, we showcased the brand’s extreme quality standards—while also emphasizing that this obsession doesn’t come at a premium.
Unaided brand awareness doubled among supplement users year over year, indicating stronger recognition and recall. More importantly, revenue increased by 13%.
