The Marketing Standard
Mon, 19 Sep 2016 20:55:34 GMT
Butler, Shine, Stern & Partners literally takes the wraps off of what’s inside your vitamins in a clever campaign for Nature Made Adult Gummy Vitamins. Gummies for adults is a growing new category because who likes swallowing those giant pills?
In the television and video ad, a spa-going woman wrapped in seaweed confesses that she has no idea what her body is encased in, but thanks to the USP verified mark, she knows exactly what’s in her Nature Made Adult Gummy Vitamins.
“More and more consumers are choosing gummies as an enjoyable way to get their vitamins. And now as the first gummy vitamin to be USP verified, our consumers can enjoy the great taste, while knowing they are getting high quality vitamins and supplements they can trust,” explained Jessica Mitchell, Senior Brand Manager at Nature Made.
The campaign promotes Nature Made Adult Gummy Vitamins as the first gummies to receive verification from the USP Dietary Supplement Verification Program. United States Pharmacopeia (USP) is a scientific,nonprofit organisation that sets federally recognised public standards of quality for medicines, dietary supplements, and foods.
In addition to the broadcast advertising, BSSP has created a wide range of digital content that also leverages the idea of expectation. Similar to the TV ad, Nature Made Gummies are positioned as something that is trusted due to the vigorous quality certifications the product has earned, such as the USP verified mark. The digital extension of the campaign also includes educational content with media partners such as US News and Health.com that provide details on USP verification and why it is important.
“This campaign was designed to engage the Nature Made consumer in a fun and relevant way by juxtaposing the assurance they get from their Nature Made Gummy Vitamins with the more unusual things people do for their health,”said Tom Coates, Executive Creative Director at BSSP.
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