Nature Made rejects age-old wellness ploys for New Year’s push

Dive Brief:

Vitamin brand Nature Made launched a new campaign, “The Start of Something Great,” that promotes positivity and holistic wellness over functionality, according to a press release.
The campaign debuted on New Year’s Eve on major broadcast networks. The push includes a sponsorship with “Good Morning America,” a connected TV buy and social media activations on TikTok, Pinterest and Facebook Reels. An ad spot was created with Leo Burnett Chicago while MediaCom is handling media buying.
The Pharmavite-owned brand’s latest marketing push reflects research indicating fear-based health advertising is ineffective, suggesting a different approach may be needed to connect with consumers.

Dive Insight:

Health-driven marketing campaigns directed at “new year, new me” consumers are showing signs of evolution, stepping away from traditional, often hardcore ultimatums in favor of a more holistic approach, and perhaps for good reason. According to research cited by Nature Made in collaboration with NielsenIQ, consumers aren’t connecting with “scare-based” advertising and instead favor positive messaging regarding their health journey. Underscoring the findings is a recent push from luxury gym Equinox, which advertised it would not accept new members on Jan. 1 because it wants only the most committed exercisers to join, a tactic that has come under fire for being exclusionary.

In pursuit of inspiring confidence, Nature Made is switching up how it advertises its vitamins and supplements, leaning away from its functional-driven campaigns that typically feature a pharmacist speaking about the benefits of the products in favor of a lifestyle approach. Its latest effort, “The Start of Something Great,” features a 30-second ad spot showcasing the ways vitamins can impact day-to-day activities, like time spent with loved ones, and is one of its largest campaigns to date. The spot was produced with Leo Burnett Chicago, Pharmavite’s creative agency of record since 2021.

"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,” said Rhonda Hoffman, Pharmavite CMO, in a statement.

Nature Made’s latest effort represents a stronger investment in connected TV and will see an emphasis on TikTok, Instagram Reels and Pinterest in an attempt to reach younger consumers. The move is supported by a 2022 Mintel report that found 47% of millennials increased their vitamin intake since the start of the pandemic. The effort also marks the first time the brand is supporting branded content on TikTok and Facebook Reels.

Nature Made’s New Year’s approach is joined by others with a similar approach. Chipotle recently announced it would create a new Snapchat Lens and release an expanded lineup of its Lifestyle Bowls in an effort to promote convenient wellness among Gen Z. Similarly, restaurant brand Sweetgreen announced its “Green January” campaign aimed at promoting healthy routines through fresh food and rewards offered via its mobile app.