Bloomingdale, IL—NOW has launched a consumer ad campaign highlighting the significant number of product tests the company conducts every month—19,000 of them—as a demonstration of quality. The tagline for this evolution in its “feel good spending less” campaign is “NOW. 19,000 reasons to feel good spending less.”
“Many supplement brands make quality claims, but NOW didn’t just want to tell people, we wanted to illustrate it clearly,” said Amber Cerda, NOW Director of Marketing, in a press release. “The images used are intended to jolt people into understanding the magnitude of the quality of NOW products—to see the great lengths NOW goes to ensure its products are the highest quality.”
The campaign is scheduled to appear on both connected and over-the-top TV, with streaming audio, print magazines such as Real Simple and Women’s Health, digital, NOW social media channels and an upcoming local partnerships with Real Simple. Taken together, these are media channels that reach NOW’s target of adult savvy shoppers, ages 25-55, who are invested in food and well-being, but still on the fence regarding NOW as the solution to their supplement needs.
Shining a light on quality
NOW also conducts an industry self-policing program of testing unfamiliar brands found on Amazon with a goal of addressing bad quality products in the marketplace, has uncovered a wide variety of issues with supplements, including "abysmal" results of bromelain supplements sold on the site. Recently, NOW discovered that multiple supplements sold on Amazon were impersonating the NOW brand, making it important to purchase from reputable retailers.
