The global vitamin and mineral market is one-third of the total sales of natural, organic and healthy products marketplace, which is reported around $91 billion. However, despite overall size of industry, it has been showing slower growth in recent years. This has been attributed to a number of factors including regulation difficulties and a saturation of products in mature markets.

What’s more, with the advent of social media, and the growing influence of the Internet, consumers are more educated and “connected” than ever before. So, what’s a 30-plus year-old brand to do in an exceptionally cluttered marketplace? For Michael’s Naturopathic Programs (MNP), it was getting down to basics.

We asked a broad range of industry buyers, sales reps and MNP staff what was meaningfully different about Michael’s brand versus the plethora of other choices out there? The answer was evident.

Michael’s Naturopathic Programs work! Not true for many other brands we found. But for MNP for over 30 years, their time-tested, complete formulations nourished the body and gave it exactly what it needed.

So how do you distill this down to a few words that would convey their promise of value, and pop on the new packaging we designed? We came up with three words that said it all: “Tried and Truthful”. No other brand in this category could say that. And that’s what makes a powerful marketing message. A position and memorable line that you, and you alone, own.