Independent creative agency Colossus has launched a national campaign for client New Chapter. Titled “Wisdom of Nature,” the multimedia campaign reflects the brand’s commitment to craftsmanship and high-quality natural ingredients.
“It was important to understand that the challenge is not just in the crowded vitamin and supplement industry,” said Matt Cermak, associate creative director at Colossus. “Even for natural health-savvy consumers, shopping for multivitamins can be a daunting experience.” Confusing claims can lead consumers to purchase supplements that may not be as effective as they should be. There is a gender.
Entering a new chapter. Since 1982, the brand has expertly crafted supplements that work in harmony with your body, combining the finest ingredients sourced from the places where they grow the most. That, combined with innovative science and time-honoured traditions like herbalism and fermentation, gives you the confidence that you’re making the best choices to become your own natural force in body, mind and spirit. You can get
The brand campaign is based on the idea that nature heals, grows, endures and evolves just like you. The brand uses visual storytelling that balances energetic real-life moments with artistic depictions of nature and ingredients to appeal to the brand’s savvy, health-conscious consumers. The end result is a piece that explains how New Chapter is a better, more natural solution that works in a way that the body recognizes as food.
Producer Samantha Derderian describes the campaign as “visually driven by emotional photography with a natural quality.” She uses natural light throughout to create a look and feel for the campaign that is both cinematic and relatable. Every element we create must strengthen the trifecta of natural wisdom, the consumer, and New Her Chapter’s well-crafted products. ” Construction is expected to continue until 2024.
“Nature knows best, which is why New Chapter Vitamins is following her example,” says VO, as the 30-second ad shows a hiker deep in the woods. Fast-motion photography shows natural elements, such as flowers or schools of fish, running through their life cycles. “We translate 4 billion years of nature’s wisdom into supplements containing key vitamins, minerals, herbs, and whole food ingredients designed to work with your body, bringing the power of nature to a new chapter.” It reflects the brand’s craftsmanship and commitment to honoring nature’s wisdom, from immersion to seeking the purest ingredients to the vitality you feel from improving yourself in your daily life.
“One of the biggest challenges in this category is communicating to consumers the uniqueness and superiority of our products,” said Lauren Adams, assistant director of marketing at New Chapter. “We are so grateful to have such talented creative partners who are going above and beyond to disrupt the status quo with groundbreaking work.”
The video segment takes viewers on a quest to become healthier and feel their best. This consists of his 30-second ads, :15 and :06 cutdowns, and will be distributed on TV, social, display, POS, Amazon, and his own channels. The agency also creates social and display ads. Colossus became New Chapter’s AOR after acquiring the business in April 2023.
The P&G-owned brand was founded in 1982 and has consistently pioneered its category in its commitment to sustainability. New Chapter is a Certified B Corp, Certified Carbon Neutral and Non-GMO Project Verified Company.
