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Natural Calm Direct Response TV Commercial • Case Study

NUTRITIONAL SUPPLEMENTS INDUSTRY – B2C EXTERNAL COMMUNICATION – TV SPOT

 

THE COMPANY

Natural Calm is one of the leading nutritional supplement brands in Canada. TOP Nutritionals, Natural Calm’s parent company, donates all profits after business expenses to Organics 4 Orphans, the company’s charity, which focuses on helping orphans in Africa.

THE CHALLENGE

To educate Canadian consumers about the benefits of magnesium, and especially Natural Calm, leveraging the wide reach of television advertising, and enlisting the help of a celebrity endorser.

We’ve had a long and successful run with a commercial featuring the company’s co-owner, Linda Bolton, which has paid considerable dividends in terms of raising both awareness and sales. However, earlier this year, we felt that it was time for a new commercial that would be different from what we had done in the past,” says John Halbert, Vice-President of Operations at TOP Nutritionals.

THE STRATEGY

Natural Calm partnered with Fifth Story to create a 30-second direct response TV commercial, featuring Sitara Hewitt, Natural Calm’s brand ambassador, best know for her role in CBC’s award-winning Little Mosque On The Prairie. “In Fifth Story, we found the perfect blend of creativity, production excellence and cost-effectiveness,” says Halbert.

The video was shot in cinema vérité, a style of documentary filmmaking. Sitara was filmed enjoying her life in a natural environment, and sharing her personal experience with Natural Calm. The natural light and sounds were used to reinforce the calm of nature, and the lighting was saturated to be even more inviting and inspiring.

THE RESULTS

Airing in Fall/Winter 2014, Natural Calm’s direct response tv spot will generate mass exposure for the brand, engaging Canadian consumers by fostering a sense of health and wellness, and driving brand preference by emphasizing on the company’s corporate social responsibility (CSR) policy.

We wanted to revamp the Natural Calm brand image. With this new television spot, we are starting to build connections, familiarity and impact in many people’s minds,” says Halbert.

Further to this project, Fifth Story produced a 30-second public service announcement (PSA) television spot for Organics 4 Orphans, also featuring Sitara Hewitt.

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