When NOW® started talking about quality, they didn’t whisper. Two years ago, the family-owned natural products brand gave consumers 19,000 reasons to believe—specifically, the number of quality tests it performed each month. That figure did more than impress. It drove up awareness, usage, and search interest.
Now, the number is 31,000. And the message is even clearer: quality isn’t just a promise—it’s a full-blown obsession.
Inside the Lab, Outside the Norm
The new campaign, “It’s A Healthy Obsession,” developed by longtime creative partner Hanson Dodge, pulls back the curtain on the people behind the process. The work takes viewers inside NOW’s labs, spotlighting scientists who aren’t just careful—they’re endearingly intense. The tone walks a sharp line between clinical precision and playful personality, making quality control not just credible, but watchable.
With the tagline “Quality Obsessed. Priced Less.” the campaign evolves NOW’s ongoing platform around delivering exceptional value through unwavering standards.
No Posturing. Just Proof.
In a category saturated with feel-good claims and vague promises, NOW is betting on specificity. The work doesn’t just say “high quality”—it shows you 31,000 reasons to believe. That kind of numerical confidence creates cut-through in everything from print to CTV, social to brand partnerships (like a Real Simple integration that’s already seeing 3,000+ engagements).
A Brand That Doesn’t Just Say It—It Shows Its Work
The campaign is more than a brand evolution. It’s a doubling down on what makes NOW different: rigor, transparency, and an unshakable sense of purpose. And thanks to Hanson Dodge’s clear creative lens, that message lands with impact.
This isn’t wellness with a wink. It’s wellness with a lab coat and a clipboard—and that’s exactly the point.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
