NOW Gives You 31,000 Reasons Why You Can Feel Good Spending Less

Two years ago, NOWⓇ, the largest independent and family-owned manufacturer of natural products, gave consumers 19,000 reasons why they could feel good spending less on their supplements based on the number of quality tests they performed each month. That message has proven to be highly effective, generating increases in both aided and unaided brand awareness and, more importantly, brand usage.

Since then, NOW has upped the ante, increasing its monthly quality testing to 31,000, reflecting their strong commitment to improving product safety and quality. And to communicate this message, NOW is launching the latest evolution in its “feel good spending less” platform.

Titled ‘It’s A Healthy Obsession,’ the campaign, from creative agency partner Hanson Dodge, demonstrates how NOW scientists have taken their obsession about quality to a new level. Advertising takes viewers inside NOW labs to show how obsessive these scientists really are. The tagline is “Quality Obsessed. Priced Less.”

“Many supplement brands make quality claims. NOW didn’t just want to tell people; we wanted to jolt people into understanding the magnitude of the quality of NOW products. And this approach is working. Since we started focusing the messaging on our quality efforts, our awareness is up, our usage is up, and search impressions are up. And now that the number of quality tests we conduct is up, you can see why we are obsessed about the launch of the latest phase of this campaign,” said Amber Cerda, director of marketing at NOW.

The integrated campaign launches this month, including connected TV, online video, print, audio, display, social and media partnerships such as one with Real Simple that has already netted 3,000+ engagements.

“To say NOW is ‘a bit obsessed’ about quality is hardly hyperbole. They literally conduct 31,000 quality tests a month. Just two years ago, it was 19,000 tests a month. Their playful, obsessive personality helps break through the clutter and plant the flag for what makes the NOW brand different,” said Mike Roe, chief creative officer at Hanson Dodge.