P&G Vitamin and Supplement Brand, New Chapter®, Names Colossus Agency of Record

As leading wellness brand New Chapter furthers its success through unique product offerings and strategic marketing, the company sought out a partner that would both align with their brand values and bring a unique energy to the assignment. After a competitive pitch process, it was Colossus that made it through the final rose ceremony, developing a relationship and chemistry that felt instantly right. 

New Chapter has pioneered the vitamin and mineral supplements industry by being the first to introduce a line of organically certified multivitamins, the first to obtain Non-GMO Project Verification in the U.S., the first to reach B Corp Certification and achieve a Zero Waste to Landfill and Carbon Free status, a collective certification that is virtually unheard of in the industry. 

“New Chapter goes above and beyond every day to deliver the absolute best supplements to support people’s health and well-being,” said Katharyn Orvis, New Chapter VP of marketing. “We see Colossus and their track record of creating breakthrough work as a real catalyst for growth in the coming year and beyond. We cannot wait for them to bring our story to the next level in a campaign that’s as unique as we are.”

Founded in 1982 in New England with a deeply held mission to revolutionise natural wellness, the brand was acquired in 2012 by Procter & Gamble, the world’s largest consumer goods company, and continues to operate and package products from its headquarters in Brattleboro, VT. 

Colossus, founded just prior to the pandemic, has grown dramatically in recent months, opening a new office in Boston and adding clients like CyberArk, ZoomInfo, and now New Chapter, in 2023 alone. Colossus clients represent many different businesses but each tends to disrupt their category. All have complex products that the agency works to make simple, approachable and more human, making New Chapter a perfect addition to their roster.

“With over 60 unique formulas to choose from, there is a great story here that hasn’t been told yet. We believe in this brand. Straight up,” said Colossus account director, Melissa Astorga. “That may be a funny thing to say, but throughout the briefing process and chemistry meetings, we all fell in love with the mission and people behind this brand. Even if we had lost this pitch, we’d all be buying their products.”