NOW is the largest independent and family-owned manufacturer of over 1,400 meticulously tested natural products, vitamins, minerals and supplements (VMS). But they suffered from a lack of brand recognition and awareness, getting lost in a crowded, trend-driven category. So they partnered with HD to launch their first-ever fully-integrated national brand campaign to create a brand story that reintroduces NOW as the VMS brand for people who know enough to know that you don’t have to pay premium prices to enjoy premium quality.

To separate NOW from a sea of sameness and solidify the brand in shoppers minds, we set out to demonstrate what good health -- and equally good savings -- feels like with a campaign designed to give the audience an instant dopamine hit. So many brands in the health and wellness industry, whose products are also premiumly priced, tend to show consumers what good health looks like: people doing yoga, making homemade smoothies, and hiking, aided by heavy use of the color green. In contrast, the joyful and vibrant NOW campaign, strategically placed across video, radio, print, digital, social, and OOH, instantly makes the consumer feel as good as NOW products do.