Nature's Bounty Unifies Messaging Under 'It's In Your Nature'


Nature’s Bounty has launched “It’s In Your Nature,” a campaign that shifts messaging for the 53-year-old vitamins/supplements brand from product attributes to product users.

“You are bountiful,” begins one :30 spot from the Accompany agency, before showing and describing three different human attributes:

“Your bones can support two times your weight. It's in your nature to stand strong.”

“Your cells renew every 27 days. It's in your nature to glow.”

“Your digestion can improve by laughing with friends. It's in your nature to thrive.”

“Your body is brilliant from your head to your heels,” the spot concludes. We're just here to supplement you.”

The campaign also includes :15 spots that focus individually on consumers’ ability to stand strong, glow and thrive, featuring, respectively, magnesium glycinate for bone support, Hair, Skin & Nails Gummies, and Probiotic 10  for gut health.



In all, the brand has unveiled seven different TV spots, as well as online video and paid Meta social ads, Justin DeGeorge, Nature’s Bounty vice president at Nestlé Health Science, tells Marketing Daily.

DeGeorge says the new messaging also serves to unify the brand’s product portfolio, which currently consists of more than 200 separate supplements and vitamins. It’s a “fresh approach…grounded in positivity about the amazing feats the human body does every single day,” he explains. “We’re creating a more emotional brand connection with consumers by focusing on the insight that the power to thrive is already within them and positioning ourselves as a trusted partner to supplement their natural greatness.”

The campaign’s TV buy, led by the KWG agency, is using both linear and non-linear TV, including ABC, NBC and over 40 cable networks, with specific shows including “Good Morning America,” “Today,” “Wheel of Fortune” and “American Ninja Warrior.” Other media buys are handled by Group M’s Nestlé -dedicated OpenMind, the brand’s media agency of record.

 DeGeorge says the campaign will run into 2025.

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