New memory enhancer Natrol Cognium introduces levity to the fast-growing brain health category that's been dominated by more a dour approach.
The campaign, from AOR Phelps, challenges a competitor, Prevagen, whose ad claims have come under fire from the FTC.
TV ads feature '80s TV star Erin Gray and digital banners have fun with the everyday lapses ("Where did you park your car?") of getting older while still mentioning extensive human clinical trials behind product development.
The campaign strikes a lighthearted contrast in the emerging category, to date dominated by academic ads emphasizing product formulation.
Phelps found that Cognium’s intended consumers don’t want to turn back the clock; they just want to keep feeling like themselves. Hence the campaign line, “Stay sharp. Stay you.” All of the ads note that Cognium is “the only brain health supplement proven effective and safe in nine human clinical trials.”
The 30-second spot, “Sharp Susan,” shows Gray (Buck Rogers in the 25th Century and Silver Spoons) moving through her house and putting away what her husband misplaced, including the tablet left in the fridge which becomes the screen for essential product information. She’s got everything under control as the voice of the consumer as well as the voice of the brand.
Meanwhile, print and banner ads beckon readers to “Remember the groceries on your list — without the list” and “call your grandkids by their right names — the first time.” Posts on social media encourage consumers to share a recent brain blank with the hashtag #CogniumMoment for a chance to win a wellness kit.
An aggressive ad run this summer covers national cable programs, SiriusXM Satellite Radio, a variety of digital tactics including geo-targeted banners and gamified rich media and a diverse range of lifestyle, health, and trade magazines.