January 2, 2023
Timed to the beginning of the new year, Nature Made is launching The Start of Something Great, one of its largest advertising campaigns to date. The hoopla is all about establishing Nature Made vitamins as the transformative regimen “to set good days in motion,” the brand has announced.
.The campaign, which will launch across three major broadcast networks along with a Good Morning America sponsorship, marks a shift from Nature Made’s typical advertising approach of showcasing health and wellness products in a functional way, to instead appealing to the more emotional and positive side of wellness. It kicks off New Year’s Eve with a high impact live viewership on three network New Year’s Eve programs.
Nature Made’s new approach was informed by the brand’s proprietary research along with NielsenIQ behavioral science insights which show that consumers do not connect to “scare-based” advertising and are instead looking for more positive messaging around health. With its new, proactive approach to wellness Nature Made seeks to lean into the confidence of being cared for rather than add to consumers’ growing stress and anxieties.
“Consumers are increasingly interested in taking a positive, proactive approach to their health,” shared Rhonda Hoffman, CMO of Pharmavite, Nature Made’s parent company. “Science and quality remain fundamental to our brand’s DNA, but our new campaign seeks to reframe the role of Nature Made vitamins and supplements by leaning into the shifting cultural conversation and consumer expectations around health and wellness.”
The campaign includes a commercial, created in partnership with Leo Burnett Chicago, Pharmavite’s creative agency of record since fall 2021, which features a woman getting ready for her day. As part of her morning routine, she takes her vitamins and shares warm moments with her family before heading out the door, knowing that with the help of Nature Made vitamins she has a strong foundation for a great day. The commercial closes with a zoomed-in view of the iconic yellow equity branding that has helped make the brand instantly recognizable to consumers.
The new media plan will have more investment in streaming TV than ever before with an additional emphasis on popular social media platforms like TikTok, Instagram Reels, and Pinterest, in order to reach younger consumers. According to a 2022 Mintel report, nearly half (47%) of Millennials have increased vitamin and supplement usage since the start of the pandemic.
Research contact: @Pharmavite1