Humor was never a feature of vitamin ads until recently. But armed with new evidence it works in the category, NBTY and Droga5 are launching a campy campaign to coin a new word for the long-overlooked Sundown Naturals brand -- "Shmorange."
Besides playing on its redesigned orange bottles, Shmorange stands for its new positioning as the only mass-market vitamin line entirely free of gluten, dairy and artificial flavors. "Shmorange" is promoted by a narrator superimposed into a field of sunflowers as he tries to induce a baby to make it her first word, shoots a t-shirt at the audience, or is rendered speechless by an emoji-spewing millennial, as seen here.
Besides playing on its redesigned orange bottles, Shmorange stands for its new positioning as the only mass-market vitamin line entirely free of gluten, dairy and artificial flavors. "Shmorange" is promoted by a narrator superimposed into a field of sunflowers as he tries to induce a baby to make it her first word or is rendered speechless by an emoji-spewing millennial.
So far, that approach appears to be working, based on results for another new Droga5 campaign for Osteo Bi-Flex showing parents, their joints sufficiently freed by supplementation, embarrassing their millennial children by dancing at a wedding or taking yoga class. The campaign broke in January, and brand sales are up 3% for the four weeks ended March 12, according to Nielsen data from Tabs Analytics. That's a considerable improvement on the brand's 11% decline for the full year.
"We've seen tremendous market results, and we're just two and a half months in," said Derek Bowen, senior VP-general manager at NBTY. "We went to Droga and said we want to do with Sundown Naturals what we're doing with Osteo Bi-Flex--really challenging category conventions. We have to make it really relatable to a different target."
Sundown's target is primarily people 45 and up, a bit lower than the category's traditional 55 and up, but reaches down to include even millennials, Mr. Bowen said. The rapid growth of gummy vitamins, a substantial part of Sundown sales, and of beauty propositions such as a Nature's Bounty line to improve appearance of hair, skin and nails, has been expanding category reach younger in recent years, he said.
Previously Sundown was marketed almost entirely through newspaper coupons and promotions with retailers. The new campaign, besides adding TV, digital and social media to the mix, includes the brand's first PR support via Ketchum and a national truck tour to health expos and farmer's markets handled by Activent Marketing. Havas handles media. And BrandtBrand redesigned packaging.
Read more about the campaign over at AdAge.com.