Smartypants Vitamins

CTV, Digital, Paid Social, OOH, In-Store | 2019-2021

[the gist]

Growing national distribution meant winning with more moms who were buying SmartyPants for their kids but weren’t buying it for themselves. In a category filled with conventional ingredient messaging, my team and I started by challenging what a vitamin ad should look like. We designed our emotional campaigns to celebrate modern moms and the little victories in living healthier lives. Helping to show why SmartyPants was the right supplement for their lifestyle.

Then we reimagined the brand’s media strategy to take on an omnichannel approach (SmartyPants was the first brand to advertise on Hulu) of to reach our core consumers from outside the store all the way to shelf. Telling a connected story across the buying journey helped SmartyPants increase sales across all its major retailers.   

[the outcome]

: Grew SmartyPants to a top 10 multivitamin brand in national retailers

: Increase national brand awareness by +10pts

: Unilever Acquires SmartyPants Vitamins - Wholefoods Magazine