Company: Nature's Sunshine
Company Description: Nature’s Sunshine Products (NATR), a leading natural health and wellness company, markets and distributes nutritional and personal care products in more than 40 countries. Nature’s Sunshine manufactures most of its products to set the standard for the highest quality, safety and efficacy on the market today. For additional information about the Company, www.naturessunshine.com.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: Nature's Sunshine Campaign of the Year-POWER LINE
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Start Date for Campaign Launch
The Power line campaign rolled out in three separate phases in 2023. Power Beets was officially launched in March, Power Greens hit the market in early August, and Power Meal was ready for customers in November. Each new launch built upon the energy and success of the preceding product launch.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 226 words used.
Genesis of the Campaign
Nature’s Sunshine executives determined to launch their biggest brand line ever, with powerful products, incredible health benefits and bold colors. We seized the opportunity to address key, self-identified consumer health needs: energy, nutrition, mood and weight management. And we jumped more heavily into the stick pack category, one that has been growing consistently over the last five years. We even added a turnkey stick pack machine to our manufacturing plant so we could control quality from start to finish.
Enter the Power Line: Beets, Greens and Meal. The power line ties in heavily with our unofficial company slogan that we adopted in 2020 during a massive rebrand: “Feel the healing power of nature.” Each product in the line harnesses the powerful health benefits of key ingredients, be they nitric-oxide-promoting beet root, adaptogenic herbs, or immune-boosting mushrooms and herbal roots.
In the long lead-up to launch, Nature’s Sunshine Hughes Center scientists did a clinical study on Power Beets, testing its effect on blood flow and blood pressure improvements instantly and over 28 days (about 4 weeks). They found that this new formula did indeed support healthy blood flow and blood pressure levels. We also executed a third-party taste test with Power Meal chocolate and vanilla, beating Ka’chava head-to-head in flavor, mouth feel and overall preference.
*Givaudan monadic, randomized, taste test (March 2022)
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 172 words used.
Development of the Campaign
While Power line products have nearly universal appeal, we wanted to reach Millennials and Gen Z with our campaign. So we focused on how these products make you feel physically and emotionally to reach these younger demos. And we used lots of digital advertising and social media, including – for the first time – paid influencers.
We partnered with Allison Jacobs (dancing mom) and Ali Krieger (US Women’s Soccer) to share products. They posted how they use Power Beets or Power Greens in their daily routine for energy, nutrition on-the-go, etc. Influencers could share a link where followers could purchase a Power line product through them, and the influencer would get a percentage commission. Allison had the highest number of views (105,000) and the biggest reach (84,400) of all our influencers. Additional channels included:
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Email campaigns to current & lapsed customers
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Website promotion, dedicating premium space to Power Line products plus comprehensive blog campaigns
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An aggressive sampling campaign to current distributors, Amazon customers, retailers and more
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 189 words used.
Part of driving excitement among our legacy team members included sharing informative sessions with experts from the Hughes Center for Research & Innovation. They analyzed Power line ingredient profiles and uniquely synergistic blends and offered valuable scientific data that long-time consultants could really sink their teeth into. The legacy members truly embraced these products and have integrated them into their businesses.
We also note the work of the North America Sales team in promoting the products faithfully in monthly webinars, sharing glowing customer success stories in monthly newsletters and creating a huge positive vibe at in-person events (Summit and Jamaica recognition trip).
Successfully marketing Power line products as premium nutritional supplements that beat similar products on the market in ingredient profile, flavor and price point was a lofty goal…one that we accomplished in a partial year of sales. We see nothing but growth and potential on the horizon as we nourish the world with Power line products.
Power line product sales were very promising:
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 64 words used.
Supporting Campaign Materials
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