• by Les Luchter , 6 hours ago

Citing the “growing noise and confusion in wellness,” Thorne this morning launched “Now I Know,” a brand awareness campaign that represents “a meaningful expansion in both scale and role” for the supplement marketer, Chief Growth Officer Mary Beech tells Marketing Daily.

Running through April 5, the campaign comes on the heels of Thorne research conducted in October by Censuswide, which found a “Wellness Confidence Gap” among 3,013 respondents, especially with millennials and Gen Z. More than one in two consumers, the study found, “are unsure which wellness products are best for them” due to “too much conflicting information.” Nearly one in three “say it’s too hard to decipher what their health information means,” and nearly one in four “don’t know what steps to take after reading their health information.”

The study also found that 41% of Americans trust AI for health and wellness advice, with millennials being the most trusting generation (48%). Thorne notes in its closing remarks that it recently launched Taia,  a wellness advisor chatbot that helps users “get personalized tips, compare products, and find the best fit for [their] goals."

The “Now I Know” campaign, Beech says, is “designed to build broad awareness and long-term brand equity” by positioning Thorne “as a trusted category leader, helping people make more confident, informed decisions through scientific rigor, transparency, and decades of expertise.”

 “I want to wake up and understand the choices I’m making,” says a woman in a TV spot. “No confusion, just clarity. Supplements backed by experts and over 40 years of science. So, what works? Now I know.”

The spot, created by Project 3 Agency (formerly Frosty) with media placed by Adomni, is running on connected TV, including such outlets as Prime Video, Hulu, Paramount+, Tubi, ESPN, NBA League Pass and NHL Center Ice. The target audience is consumers “who actively invest in their health, performance, and long-term wellness,” Beech says.

There’s also an influencer campaign, and other paid advertising running on display, search and digital out of home (DOOH)

The DOOH is running in such markets as New York and Los Angeles, which Beech says were selected for their “scale and cultural impact”; Miami and Dallas, because they “represent fast-growing wellness markets”; and mountain resort destinations in Colorado and California, because they “allow us to reach active, performance-oriented consumers in environments where health and recovery are top of mind.”