"Consumers are increasingly interested in taking a positive, proactive approach to their health," said Rhonda Hoffman, chief marketing officer at 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 Start of Something Great’
The campaign launched New Year’s Eve with ad placement across several primetime networks and a Good Morning America! sponsorship. A 30-second spot presents a woman in a joyful morning routine, which the company positions as a “transformative regimen to set great days in motion”. After taking her vitamins, her face lights up, and she shares warm family moments before heading out the door.
“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,” the company said in a statement.
The brand’s longstanding approach was to highlight product quality and benefits through United States Pharmacopeia (USP) verified status and health professionals speaking to the “#1 pharmacist-recommended vitamin and supplement brand” tagline.
With mental health and holistic wellness in focus over the last few years, however, this messaging is transitioning to embrace “the confidence of being cared for rather than add to consumers' growing stress and anxieties,” the company added.
The campaign follows the May 2022 launch of the Nature Made line of wellness blends targeting stress, sleep and immune health in response .
Going social, skewing younger
The marketing approach also responds to 2022 Mintel data showing that nearly half (47%) of millennials have increased vitamin and supplement usage since the start of the pandemic.
“This 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 to reach younger consumers,” the company said.
A week into the new year, the communication across Nature Made’s social media platforms is centered on post-holiday calm and positive intentions, supplemented by #wellness, #selfcare and #stress support hashtags and cover photos of bright, healthy home-life. One #NatureMadePartner post features Posh in Progress lifestyle blogger Stacey Freeman “starting each morning with a healthy breakfast and [her] go-to @naturemadevitamins and supplements”.
The campaign will also introduce Nature Made to branded content on TikTok and on Facebook's Reels ad unit.