SPIRU-TEIN Reigns Supreme

Imagine the indulgent, creamy sensation of old-fashioned ice cream parlor shakes...

SPIRU-TEIN is synonymous with “incredibly delicious.”

This I understood from day one as the Lead Copywriter of Nature’s Plus. Founder Gerald Kessler’s always positioned SPIRU-TEIN as an amazing taste sensation. And in truth, SPIRU-TEIN was the first great-tasting protein powder supplement. When I arrived at Nature’s Plus, I elevated Kessler’s taste-centric strategy to a whole new level. More than delicious, I made SPIRU-TEIN a rich, creamy, decadent sensory experience — and in doing so, contributed to one of the Industry’s most enduring and influential products. And here’s an industry insider scoop: SPIRU-TEIN is about to come out with a product that will change everything. Stay tuned.

The Lesson: Strong descriptive writing is a critical step in differentiating your product and claiming your place as King of the Mountain. But don’t B.S. your potential customers. The advertisements below only work ’cause SPIRU-TEIN truly is incredibly delicious.

Iron Chef-inspired SPIRU-TEIN Supreme ad copy

Sinfully delicious & oh-so naughty. That's Sexy Nutrition.

Even more delicious than Boo Berry frosted cereal.

Ingredient Sales 2.0

Educational supplement materials that are delivered over the web are the next great marketing leap for our industry. I have started creating websites that educate consumers with nutrient research summaries, testimonials and history. At right is one such site, which is all about Pycnogenol Benefits. I am eager to launch more sites like this one. Outsourcing your web-based educational marketing to the Natural Health Writer is a smart strategy. Frequent reporting on nutritional ingredients can be time consuming, and using a third party enables greater flexibility.

The Lesson: Information drives supplement sales. We are in the Information Age. Strong writing is the spark that ignites these combustible elements into blazing-hot sales for your nutritional supplement.

Booming Brain Health: Ginkgo

As Woody Allen once said, “My brain? That’s my second favorite organ.” But for Boomers seeking peak quality of life in their golden years, the brain is priority #1.

Mental sharpness. Cognitive performance. Crystal-clear memory. The Brain Health segment is a supplement industry goldmine. Neuronutrients’ potency in promoting peak brain health is backed by reams of research. At right is a piece I wrote on Ginkgo Biloba, one of the most famous brain-boosters. This PDF is part of a larger marketing book that discusses several other neuronutrients in detail.

The Lesson: Brain health is a booming category. Effective educational marketing materials are the key to supercharging supplement sales in this all-important sector. The Natural Health Writer is a neuronutrient marketing expert.

The Art of Nutrition

"First, do no harm."

In 2010, I worked on the re-branding of Physiologics, a physicians’ nutritional supplement line. This category is poised for explosive growth. To add some sex appeal to the typically bland marketing materials of doctors’ supplements, I incorporated quotes from the Hippocratic Oath, which worked beautifully with the branding of doctors’ supplements.

Quality is a hallmark differentiator that is critically important in the successful marketing of supplements. It’s not easy to write about! For this catalog, we brainstormed a quality theme called The Art of Nutrition. Read the PDF at right for the full story.

The Lesson: My client on this project (a true marketing genius) fixated on discussing quality without using the word “quality.” He was right — when you differentiate down to a subtle microscopic level, you strengthen your brand from the bottom up.

Protein (R)evolution

Stay a step (or 3!) ahead of your competition.

In 2007, global sports beverage sales was $25 billion. That number is projected to increase to $87 billion in 2013.* Sports drink sales are booming… and protein powder supplements are a key reason why.

Protein supplementation has evolved to meet new demand. While dairy-based whey has historically dominated, the expanding protein market created a need for diverse protein formulas — including vegetarian protein supplements.

One SPIRU-TEIN marketing/writing campaign I worked on involved just such a vegetarian protein formula: The Tri-Part Protein Blend, derived from soy, rice, and peas.

The campaign strengthened the SPIRU-TEIN brand while elevating it above its many imitators. Since SPIRU-TEIN is over 25 years old… that’s a lot of knock-off soy/spirulina shakes. Category leaders like SPIRU-TEIN blaze new trails to maintain their competitive edge.

The Lesson: What’s different about your protein formula? Without that key differentiator, you risk losing your product in a saturated protein market.


*Global Sports Nutrition Market Topped $27.2B in 2007http://bccresearch.wordpress.com/2008/09/17/global-sports-nutrition-market-topped-272b-in-2007/, 2007.

Old(er) and in the Whey

Bicycle shorts while rollerblading: A crime against humanity

Below are links to three Nature’s Plus Spiru-Tein Whey brochures that I wrote. Clearly this is for an older crowd than the Jersey Shore demographic we discussed in an earlier post. I mean, come on… look at this guy on the rollerblades. You think a Jersey Shore type would buy a protein powder supplement from that??

Don’t scoff, though. Read and consider how the brochures target a wealthier whey demographic: Buff Boomers.

SPIRU-TEIN whey protein shake brochure – original flavors.

SPIRU-TEIN whey protein shake brochure – new flavors.

SPIRU-TEIN whey brochure for low-carb diets.

The Lesson: Whey protein powder is an agile supplement that crosses demographic boundaries. Speak to your audience — sports nutrition success will follow.

Jersey Shore Nutrition

It's so you don't end up a (total) shipwreck.

Have you seen Jersey Shore ? The characters may be muscleheads… but you gotta admit, they’ve sure got muscles. One reason why: A Jersey Shore episode doesn’t come full circle until the housemates have their morning protein shakes.

The ubiquitous Jersey Shore trend’s focus on fitness has pumped up a lucrative sports nutrition demographic: young adults, aged 17-25. The stats don’t lie: A recent study suggests that 90%+ of college-aged men would like to be more muscular.* As a result, the demand for creatine and whey protein — considered to be foundation supplements for muscle mass — has spiked higher than a blowout hairstyle. Sports nutrition fortunes can be made on the Jersey Shore boardwalk alone. All you need is spray-on tan, a blender, your protein powder… and a-whey you go.

I’ve worked on multiple sports nutrition marketing campaigns, many of which targeted the surging 17-25 “Gym Rat” demographic. One ongoing project (pictured above) involves developing training tips to help store clerks maximize sports nutrition sales.

As great as the 17-25 group may be for sports nutrition sales, another demographic might possess even greater potential…


Frederick, David. “Desiring the Muscular Ideal: Men’s Body Satisfaction in the United States, Ukraine, and Ghana.” Psychology of Men and Maculinity, Vol. 8, No. 2 (2007): 103-117

Selling Resveratrol

I created marketing direction and wrote all copy for LifeTime Nutritional Specialties* Resveratrol Life Tonic.

The campaign succeeded; now Resveratrol Life Tonic is a featured flagship product for LifeTime. Visit their website and see. Click this link to see some of my copy.

I believe Resveratrol remains a sleeping giant. There’s no denying healthy aging, and resveratrol has considerable sex appeal in that sector. I’ll never forget around the same time I did this ad, I was involved in a conference call with a high-profile financeer who kept repeating “I’ll make you rich, Patrick. I’ll make you rich.” He was trying to get me to write for a resveratrol campaign that never materialized. He was onto something, though… he had the right marketing writer picked out, anyway.


* A quick side note on LifeTime, and blatant plug: LifeTime produces one of the most amazing supplements I’ve ever taken. It is called Calm & Calmer II. For me, it’s one of those rare products that you can feel working right away — and it’s true to its name!

Liquid Shizzle

Blinded by the Li....quilicious Revolution!

If you can't look away, you might as well try it, right?

I wrote copy for these ads for Nature’s Plus’ liquid nutritional supplement line launch.

To make the ads successful, I adopted the trademark bombastic style of Gerald Kessler, founder of Nature’s Plus. The writing is sensory-oriented, emphasizing the taste and feel of these liquid nutritional supplements in great detail. Speed is also emphasized; liquid nutritional supplements are more quickly absorbed and utilized by the body. I feel these nutrition marketing angles were beautifully complemented by artist Dave Bartow’s design work here. Click image for jpeg or the links below for full PDFs (worth the load time!).