Promoting What's Essential

Challenge

Nordic Naturals provides the safest, most effective omega oils in the world, thanks in no small part to the fat-bellied Arctic Cod. As the brand expanded to big-box retail stores, how best to evolve its evidence-based marketing to ensure a more emotional connection to mainstream consumers who care about purity and efficacy?

Solution

To protect share in the natural channel while migrating to mass market, shift the brand focus from products to people. In interviews with everyone from stockers to physicians, we discovered that, because of its core values, Nordic Naturals has the potential to stand for health and happiness.

The new strategy positions Nordic’s brand

as essential to living an extraordinary life—and the “What’s Essential” campaign invites consumers to share their stories. Shortly after launch the brand's Facebook fans grew from a mere 2,000 to 217K and the company posted 30% year-over-year growth.