Natural Vitality Calm
Background
Natural Vitality Calm (NVC) is a magnesium supplement previously known for its relaxation and sleep-promoting properties. In 2018, The Clorox Company acquired NVC, aiming to expand its product portfolio.
How can NVC stand out in the crowded VMS category?
Team Members: Akshay Dolekar,Cecilia Gamos Castellanos, Ikenna Uguwu, Jade Holiday, Michelle Krishnanand, Stephana Eghan,Suchi Sherpa
Research
Research
Life’s demands disproportionately impact Women of Color
According to Simmons Fall 2023 data:
Women of Color
1.2x more likely
to feel stressed by managing work life balance
Women of Color
1.6x more likely
feel like their life is spinning out of control
Mintel reveals rise in mental health focus for WOC
Surveyors who say they are paying attention to their mental health more this year compared to 2023
Mintel also revealed these women identify as trend setters
38%of consumers want VMS products to support their mental health
Trillion dollar opportunity: Women of Color Driving the Wellness Boom
Women of color, wielding a powerful $5 trillion in buying power (Jack Morton Worldwide, 2022), represent a significant and growing opportunity within the booming wellness market, projected to reach $1.8 trillion by 2024(Mintel, Vitamins Mineral and Supplements, 2024).
3 Big Buts
-
Overachieving Women of Color have the power to set trends in motion
BUT
The don’t have the energy to do so
-
Holistic approaches to wellness are becoming more popular across the US
BUT
They don’t have time for a product hunt, they just need a reliable solution
-
Natural Vitality Calm needs trendsetters
BUT
The ones they need to pay attention to them are forced to prioritize responsibilities
Insight: Practicing self-care is one of the most productive things an overachiever can do
What we delivered
What we delivered
Plug Into Calm
Natural Vitality Calm becomes your body’s charger to plug into that much-needed relaxation so you can connect with your refreshed, best-self
OOH Placements that remind our audience to plus into relaxation with Natural Vitality Calm
OOH Placements that remind our audience to plus into relaxation with Natural Vitality Calm
BREATHE IN, BREATHE OUT Interactive OOH where viewers can practice a short deep breathing exercise for stressful moments
YOUR BODY’S CHARGER A spot where one woman needs a charger and the other thinks she needs to plug into calm
IF YOU GET THIS… Social video to remind our audience to plug into calm when their battery is running low
PR: SUPERCHARGE YOUR PROCESS An inside look into the daunting but fulfilling process of content creation. Your fav creators share their best hacks for staying recharged and balanced along the way.
ASMR RECHARGE RECIPES For Social media, helping our audience get ideas on how to sip calmly
A LUSH RECHARGING A promotional partnership with Lush with participants can make bath bombs and 'Calm bombs', a NVC powdered ball for your next stressful moment
CALM SANCTUARY VR Escape Pod: Breathe Easy, Get Calm. Choose your view, experience ASMR breathing, and walk out feeling relaxed (with a free CALM sample!)
SIMS LIKE YOU NEED TO RECHARGE Event on The Sims Mobile game Characters won’t respond to commands due to being over-stressed and tired. Instead of the classic green diamond, they will have an empty battery above their heads
Media plan to activate the visuals of the campaign starting in May aka Mental Health Awareness Month
Making SuccessPosition NVC as a preferred magnesium option for Women of Color
Boost NVC's magnesium brand awareness
Increase in NVC sales by 7% over 3 Quarters
