Vitamin supplier Nature’s Bounty launches rebrand by Initials

nature's bounty rebrand

Global vitamin and supplement maker Nature’s Bounty has launched its new positioning for the UK and Ireland, developed and brought to life by creative agency Initials. 

The rebrand comes as Nature’s Bounty commits to an ambitious growth strategy.

Nature’s Bounty rebrand

Initials was tasked with redefining Nature’s Bounty positioning to align it to the company’s founding purpose of accessible, simplified nutrition from nature. 

The agency ensured the new branding connects with consumers on a more human level, differentiating it in a highly commoditised category.

The new campaign – ‘We’ve got this’ – is spearheaded by a hero 30 second brand film and trio of individual 15 second spots. 

This is also supported by the rollout of a 360-comms campaign including video, social and ecommerce channels to help increase brand awareness with audiences and generate positive brand value perception.

The rebrand challenges the status quo of many health brands that can often deliver an out of touch representation, going against today’s fashion and beauty brands’ more progressive representations.

Initials ensured the messaging connected with the brand’s founding philosophy and social purpose of simplified, effective, accessible wellness for all. 

nature's bounty campaign
Health kick: Vitamin maker launches a rebrand for UK & Ireland markets.

The newly developed brand purpose around ‘fulfilment’ brings to life how Nature’s Bounty understands the daily trials and tribulations of real life, giving the brand a role in helping people to do more of what they enjoy, and get the most out of their day.

“The relaunch was a big step for Nature’s Bounty, and we’ve loved working with the team to help develop their leading position in the global health and wellness category”, Jamie Matthews CEO at Initials said. 

“We’re looking forward to our continued relationship.”

Antonia Jinks, Marketing Director UK&I at Nature’s Bounty added: “Right from the start Initials’ understanding of our ambition, the market and the target audience, was spot on. 

“Their strategic approach has delivered a creative platform with the perfect balance of humour and humanity required for this campaign.”