• by Les Luchter , May 5, 2024

New Chapter, a 42-year-old marketer of organic vitamins and supplements out of Brattleboro, Vermont is a Public Benefit Corporation and a Certified B Corporation, “which means we define success in holistic terms that encompass not just profit, but people and Earth, too,” the company notes on its website.

It’s also been owned by Procter & Gamble since 2012, although we could find no mention of that on either New Chapter’s website or vice versa.

A year ago, keeping its marketing close to home, New Chapter named Boston-based Colossus as its agency of record, resulting in a just-launched national campaign titled “Wisdom of Nature.”

The campaign’s :15 and :30 spots feature artistic depictions of nature and ingredients. The latter begins by showing a hiker deep in a forest as a female voiceover says, “Nature knows best. That’s why New Chapter Vitamins follow her example.” Fast-motion visuals then show such natural elements as flowers and a school of fish racing through their life cycles, as the voiceover narrator concludes, “Transforming nature’s 4 billion years of wisdom into supplements with key vitamins, minerals, herbs, and whole-food ingredients crafted to work with your body, bringing the power of nature into your new chapter.”

The only product shown in either spot is Every Women's Multivitamin, which Lauren Adams, New Chapter’s assistant director of marketing, tells Marketing Daily is the company’s top-selling formula.

The campaign, however, is for the entire brand “holistically,” she says, with the target audience being women “who are currently investing in their health and wellness with natural vitamin and mineral supplementation.”

In addition to driving brand awareness, Adams says the campaign’s goal is “ultimately to deliver the healing ‘Wisdom of Nature’ to those seeking natural health solutions.” 

“Wisdom of Nature” is running on linear TV and streaming services, including Hulu, NBC, Bravo, Paramount+, Roku and Amazon Prime Video.

The campaign, set to run through year’s end, also includes in-store, social and digital display ads.