The Client:
Natural Vitality Calm
The business challenge: How can Natural Vitality Calm increase sales and market share by giving consumers compelling reasons to consider taking magnesium?
Exploration and Discovery
Quantitative research objective: to determine who is currently in the market for a supplement, why, and where are they looking?
Qualitative research objective: to determine what are things that are currently causing stress to our target audience and what methods are they currently using to combat that stress?
Facing the sleep deprivation crisis
"The U.S. News & World Report examines American sleep trends and challenges, revealing that the nation is grappling with sleep difficulties amidst a global focus on self-care and physical health. Despite a consensus on the benefits of bedtime routines, external stressors like economic instability and public health crises are diminishing sleep quality."
Derwin, Nina "2023 U.S. Sleep Habits Survey | U.S. News" U.S. News, 1 Nov 2023
"With over a third of adults in the U.S. experiencing worsened sleep in 2023, there's a growing awareness of the impact of poor sleep on overall health, which is driving the demand for innovative sleep solutions."
Atherton, Annie "2024 Projected to Be Biggest Year Yet for Sleep Industry" Sleep Foundation, 29 Jan 2024
Using sleep to combat stress
Which of the following best describes why you would want to try a new supplement?
After medical reasons, the top three reasons why participants are considering taking supplements are to: improve their mood, get better sleep/fall asleep faster, and manage stress.
Which of the following causes you the most stress?
Professional challenges and financial insecurity are the primary causes of stress for the majority of participants.
What do you do to unwind when you are stressed out?
Nearly 50% of participants said that when they are stressed out they like to relax/take a nap as a way to unwind.
Implications and Values
Despite Millennials and Gen Zers using sleep to combat stress, they cannot fall asleep due to stress, thus creating a cycle that reproduces stress and negatively affects their moods and mental health.
Millennials and Gen Zers are primarily stressed due to financial reasons. This encourages "hustle culture". A culture that tells you money will solve your problems and encourages you to continue pushing yourself to the limit in an effort to obtain more of it. More work means less rest and when our audience finally decides to rest, they have a difficult time.
Challengers or Defenders
People are rejecting "hustle culture" but sometimes this plight reinforces self-improvement under the guise of self-care. Natural Vitality Calm needs to present itself as an authentic ally to self-care and not another opportunist brand, In your busy life, NVC Magnesium relaxes your mind and helps you prioritize a moment of calm.
We decided to challenge hustle culture.
Our goal is to challenge the belief that working harder and making more money will alleviate your stress. Instead we want to encourage our consumers to rest and try NVC as a remedy for their sleep deprivation.
Creative executions
