Building a 50+ Category

NUTREN SENIOR, a supplementation brand focused on the 50+, achieved historic market share records, solidifying its leadership and driving the development of an otherwise low-penetration category. All of this was accomplished through a strategy that challenged the role of seniors in communication, defying the neglect from other brands. Employing an approach that demystifies stereotypes and brand actions dedicated to consumer service, the plan delivered unprecedented results in sell-in, sell-out, market share, but, most importantly, in establishing a strong connection and identification with our audience.