Herbal Supplement Pioneer Partners with Crispin to Revitalize Brand Identity
Nature’s Sunshine, a 50-year veteran in the herbal supplement industry, has unveiled its first integrated brand platform, “Be More Earth,” developed in collaboration with Stagwell-owned agency Crispin. The initiative marks a strategic shift for the brand, which seeks to strengthen its market position amid growing competition in the post-COVID wellness landscape.
From “Best-Kept Secret” to Market Differentiation
Despite its legacy as an early industry leader, Nature’s Sunshine struggled with low brand recognition. “We’ve been around the longest, but nobody knows who we are,” admitted Stephanie O’Farrell, VP of Marketing. Since 2022, Crispin has helped the brand transition from performance-focused marketing to a holistic platform emphasizing Earth’s “innate healing powers” as a unique selling point. The effort contributed to an 8.5% year-over-year net sales increase in Q4 2024.
Visual Identity and Consumer Engagement
The campaign features illustrations by artist Thomas Danthony, blending earthy tones (teals, umbers) with vibrant accents (magenta) to reflect the brand’s connection to nature. It targets “prosumers” who research wellness products rather than impulse-buyers—a deliberate contrast to competitors relying on flashy packaging (“label candy”).
Multichannel Rollout
Launched March 3, the platform spans Meta, Pinterest, Reddit, YouTube, CTV, and influencer partnerships. O’Farrell emphasized meeting consumers “where they seek solutions,” such as Reddit for health discussions and Pinterest for recipes. “This isn’t just about ads,” she noted, “but joining authentic dialogues.”
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