Case study video

NATURE MADE

Role: ACD/ Copywriter

The opportunity: Nature Made was entering new territory with Vitamelts, a fast-dissolving vitamin that reimagined how supplements could be taken. The challenge? Introduce this entirely new format to a saturated, highly skeptical category—and get people not just to understand it, but to want it.

The solution: Launch a bold, multi-media campaign that would educate consumers and excite them about this next-gen supplement. We knew education alone wouldn’t cut through. So we leaned into curiosity and humor—building on the popularity of non-traditional formats like gummies to position Vitamelts as the next evolution in easy wellness.

The big idea: "Tongue Readings"—a playful twist on palmistry that let us show the product in action. A dissolving vitamin became the recurring visual cue across every touchpoint—from TV to digital to point-of-sale—to drive home how it worked and why it mattered.

The campaign spanned:

  • National TV and digital video spots featuring quirky, engaging “vitamin psychics”

  • Social and web content that demonstrated the product in fun, shareable ways

  • In-store signage and product demos that emphasized the dissolving experience

  • A mobile-friendly experience that let users "read their own tongue" and discover their perfect Vitamelts match

The impact: Vitamelts became one of Nature Made’s most successful product launches to date:

  • Drove a 30% lift in brand awareness for Nature Made among younger consumers

  • Boosted in-store sales by 22% during the first 3 months of launch

  • Outperformed baseline ad recall by 17 points in post-campaign brand studies

  • Ranked in the top 10% of CPG launches in its category (Nielsen data)

  • Earned praise in industry publications for making a regulated-adverse category fun, accessible, and modern

Why it matters: The vitamin aisle is crowded—and unregulated, which makes trust and clarity paramount. This campaign proved that when you lead with transparency, education, and creativity, you can transform consumer skepticism into curiosity—and curiosity into conversion.