In an ad campaign two years ago, vitamins and supplements marketer NOW, gave consumers 19,000 reasons why they could “feel good spending less” on their supplements based on the number of quality tests the company performed each month.    

And the messaging worked, the firm says, citing increases in both aided and unaided brand awareness and brand usage.  

Now, NOW is testing for quality assurance 31,000 times a month and is updating its “feel good spending less” creative platform to promote the increase.   

Titled “It’s A Healthy Obsession,” the campaign, from creative agency Hanson Dodge, provides a look at how NOW scientists have taken their focus on quality to a new level. One spot shows a quality sign above the lab door that staffers slap each morning as they start work. One technician wears a “quality” necklace, while another has a “QUALITY” vanity license plate.   

“Does that make us obsessed?” asks the spot’s narrator. “Well, at least it’s a healthy obsession,” he replies to his own question.  

The integrated campaign launches this month, including connected TV, online video, print, audio, display, social and more.  

Sample the work here and here.