Selling Resveratrol

Resveratrol: substantiated to the nines with seven references!

How do you make a nutritional supplement sexy? It sounds strange, but if you can sell an image, you can sell anything. Especially Resveratrol.

Though commonly sourced from knotweed, Resveratrol’s sexier source is red wine grapes — an origin that sells a mindset of escape. Consumers associate the Resveratrol with romantic images of rolling vineyards in warm, lively, summer months. Not to mention that special feeling of lightheartedness that comes after a glass of favorite Pinot Noir. Resveratrol tips its cap to the good things in life and promises, through these positive associations, to be one of them.

But all the romance is useless without substantiation. My Resveratrol piece to the right balances romance with strong supportive evidence. By presenting relevant figures and credible references, this piece successfully integrates two keys to successful supplement marketing: desire and credibility.

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!).