310-753-3300 tori@youngstrategy.com


How we turned a little-known supplement company, into a relatable, empowering partner brand

Client:  Natrol

The Ask:  Reposition a 35-year-old vitamin, mineral and supplement (VMS) company to resonate with the modern female consumer and drive sales.

Key Research: Consumer segmentation study, deep competitive white-space analysis

The Problem: Natrol sounded like every other VMS brand, claiming quality, natural and trusted as their key messages. But these are table stakes to our consumer. She wants a brand that truly “gets” her needs.

My “Aha” Moment: Our target was a harried, heroic woman who wanted to be proactive about her health, but just didn’t have the time or energy to be 100% devoted. She needed a little help and a lot of empowerment to feel more in control. 

Strategy: With a bold, empowering voice that really connected with our consumer’s needs, we positioned Natrol as supportive and relatable to our target – championing them to “own their health.”

Creative: Using funny, relatable and irreverent creative, we brought the “own your health” strategy to life – changing Natrol from just another bottle on the shelf to a secret wellness weapon. 

Results: 25% YOY increase for Melatonin product sales and doubled unaided brand awareness within six months

Team Credits: Brad Gantt – CD & Design; Beau Elwell & Chloe Cotoulas – Copy; Briana Mandell – Account; Desiree Gates – Research & Strategy Assistance