Natural Vitality embodies positive market forces in the vitamin, mineral, supplement segment but struggles with visibility and sales due to limited funding. Despite good reviews and a loyal base, it’s overshadowed by competitors. Increasing brand awareness and sales through targeted marketing and a "test and learn" approach can demonstrate the benefits of marketing support.
CHALLENGE
Magnesium is not considered essential for well-being compared to other vitamins and minerals
Increase the number of first-time Natural Vitality CALM consumers by 5% amongst healthy-ish, physically active millennials within 1 year.
MARKETING OBJECTIVE
Drive customer acquisition
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Increase sales growth
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Build audience
BRAND
VALUE
Healthy, Naturally made, Holistic wellness
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IDENTITY
Considerate, Soothing, Authentic
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MESSAGE
Care about magnesium, as much as vitamins A & D
ASSESS
PRIMARY RESEARCH
Survey results indicate top three stressors for millennials are work, finance, and family.
64% of respondents consider their daily stress levels as high.
63% of millennials say their current stress management techniques are not effective.
Exercise and leisure activities are Millennials most preferred methods to escape from daily stress.
SECONDARY RESEARCH
Consumers appreciate the variety of product forms available: capsules, powder, and gummies.
Consumers value the brand for delivering on its promises.
Consumers acknowledge products are the sole solution for their needs.
AUDIENCE PERSONA
Uses social media, family and friends to stay informed.
Healthy-ish, healthy when they want to be on their terms.
Engages in organized recreational events.
Seek brands that are reliable and that enhance their daily lives.
WHEN MILLENNIALS CAN'T SWITCH OUT OF SURVIVAL MODE, STRESS BECOMES THEIR DEFAULT.
CARL IN REAL LIFE
San Diego Bicycle Club meeting location
For our "Vitamin Reject" campaign, 8 custom vending machines will dispense 3 delicious flavors of canned mocktails infused with Natural Vitality CALM. Placed in 8 mid-sized, fast-growing cities, these machines target busy millennials who prioritize a healthy-ish lifestyle.
The vending machines will be created to resemble the brand's mascot, Carl, and will be activated by motion detector prompting the machine to call out nutritional and wellness facts related to stress.
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Upon interaction, consumers are able to ask general questions related to health and wellness. All responses will tie back to Natural Vitality CALM.
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