Natrol, one of the nation's leading manufacturers of vitamins and supplements for over 35 years, launched a national, fully-integrated campaign this week with two TV spots highlighting the company's melatonin and JuiceFestiv products.
In a crowded supplements category with homogenous messaging, Natrol takes a bold tone and humorous approach to stand out and create a meaningful connection with consumers. The new campaign empowers consumers to take charge of their own health, showing how they can support a balanced lifestyle with melatonin or JuiceFestiv supplements. This empowerment message stems from research showing that Natrol's target, women ages 35 and older, struggles with the pressures of a modern lifestyle and seeks ways to improve their health on their own.
"From stress and sleeplessness to an overwhelming desire to look and feel more youthful, we have discovered that consumers are looking for ways to exercise more control of their health," said Thomas Hart, Natrol Senior Brand Manager, "Our spots show that Natrol Melatonin and JuiceFestiv products empower people to tackle daily challenges and take ownership of their health."
The "Sleep Owned" melatonin spot contrasts a couple – a woman who takes control of her sleeplessness with a melatonin supplement the night before and her husband who bears another sleepless night. The result is clear the next morning as the woman wakes up refreshed from a great night’ sleep, energetically dancing and brushing her teeth while her husband looks on dully.
For the JuiceFestiv product, the "Nutrition Owned" spot shows a man attempting to fit a large amount of fruit and vegetables into a blender with little success. The frame cuts to a woman supporting her daily nutrition simply and cleanly with just one JuiceFestiv supplement.
Natrol tasked Phelps, its integrated marketing communications AOR, with research, creative, media placement and execution of TV, print, digital banners and social media. Brad Gantt, Phelps creative director says, "This was a great opportunity to help bring Natrol’s bold brand positioning to life in a saturated market which desperately needed it, while encouraging consumers to own their health in a fun, relatable and memorable way."
Cannes Lions and Clio Award-winning director Jesper Hiro shot the two spots with production company B-Reel and editorial company Butcher.