• by Les Luchter , Yesterday

How does Josh Allen, Buffalo Bills quarterback and the NFL’s reigning MVP, perform so well?

It helps to get a “great night’s sleep,” according to a new campaign starring Allen on behalf of Natrol.

Launching the brand’s Sleep & Restore product line, Allen is shown hurdling over defenders in a :15 spot, while a :30 version shows him also walking a red carpet and donning scrubs to prepare for surgery (“just kidding,” he assures viewers).

The campaign ispart of a broader push to “reinforce” Natrol “as not just a supplement brand, but a wellness performance partner,” CMO Rebekah Lyle tells Marketing Daily. This “performance-oriented lens speaks to a wider audience — from athletes to everyday achievers — through a more aspirational and lifestyle-driven brand narrative.”

Available with or without Natrol’s usual melatonin ingredient, the new product line contains botanicals along with magnesium glycinate and GABA. The former “can help the body relax and support healthy sleep,” Lyle explains, while the latter is said “to improve sleep quality and support falling asleep faster (after one week).”

The campaign’s creative, the first from Betty since becoming Natrol’s agency of record late last year, launched June 4 on digital channels and June 9 on linear and CTV, and will run through year’s end, according to Heath Pochucha, Betty’s executive creative director.

The TV spot is running on linear cable, CTV, and through a local TV aggregator across early morning and late-night dayparts, she says. Cable networks include, ESPN, MTV, BET, CNN, MSNBC and the Food Network, with CTV on Amazon, SelecTV and Walmart Connect.

The campaign also includes ads on Meta platforms, TikTok, YouTube, programmatic display, search and an influencer marketing managed by Sircle Media.

The target demo? “Everybody sleeps, and we think all adults could benefit from the new Natrol Sleep & Restore products,” says Lyle. “That said, we’re looking to speak to people who are trying to optimize their lives when it comes to their health and wellness, and who are proactive about self-improvement.”

The campaign includes a “Pro Sleeper” sweepstakes, running through July 3. The grand prize, valued at $4,700 will consist of a year’s supply of Natrol Sleep & Restore, a branded robe, autographed merchandise, a personalized video message from Allen and a consultation with sleep expert Dr. Chris Winter. Fifty other winners will receive a 60-count bottle and a robe, with 2,000 others getting a product sample pack.

Dr. Winter, who’s also partnered with Natrol to talk up the brand, has achieved fame for his work with a range of professional athletes across numerous sports teams, including the Oklahoma City Thunder (who just won their first-ever NBA Championship).

He’ll also be providing Allen with a one-to-one sleep consultation as part of his partnership, Lyle confirms, “to help him continue to optimize his performance alongside his use of Natrol Sleep & Restore.”

The new brand is available at brick-and-mortar stores or online in a drink mix, gummy or capsule versions.