Nature’s Way launches Alive! Multivitamins in Canada with lively new campaign
Alive! Multivitamins are now available in Canada, and to help launch the brand, Nature’s Way is kicking-off a new campaign, full of fist-bumps and high-fives, that shows how multivitamins can play an essential role in achieving more holistic health.
Created in partnership with Tribal Worldwide Canada, the new campaign creative targets health conscious Canadians by reminding them of their reciprocal relationship with energy – when one feels their best, they have energy to do what makes them feel more alive.
“Almost 70 per cent of Canadians wish they could live a healthier lifestyle, but for many, their lack of energy holds them back,” says Gillian Aikens, VP marketing, Nature’s Way. “That’s where Alive! Multivitamins come in. They help in the maintenance of good health. And when you’re feeling good, it’s is contagious.”
The campaign includes a 30-second television spot, Pass It On, preroll, banner and social advertising that drive to http://www.alivevitamins.ca/. The English-only campaign launched on June 26, 2017 and will run until the fall with Wills & Co. responsible for the media strategy.
“To stand out in a category that is full of generic work, we crafted a brand story that is energetic, vibrant and fun to show how Alive! Multivitamins make it easy for people to get the nutrients they need to maintain good health, allowing them more feel good moments,” says Andrew McCartney, president, Tribal Worldwide Canada.
The campaign is part of a larger refocusing for Nature’s Way in Canada led by Tribal, which includes digital marketing, traditional advertising and a digital ecosystem redesign. ALIVE! represents one part of this ecosystem along with other brand sites and the Nature’s Way ecosystem hub, which launches later this year.
There are 10 different SKUs under the Alive! Multivitamins brand, which are available at major retailers across Canada.
 Mintel Healthy Lifestyles, Canada – July 2016