Now launched a fully-integrated national brand campaign that emphasizes Now’s affordability, without sacrificing quality.
Now (Bloomingdale, IL) launched a fully-integrated national brand campaign that emphasizes Now’s affordability, without sacrificing quality. The campaign is the work of Milwaukee-based Handon Dodge (HD), which is Now’s agency of record as of February. The premise is that you can “feel good spending less with NOW.” The new Now campaign will focus on demonstrating what good health feels like, differentiating itself from the typical depictions – people doing yoga, making homemade smoothies, hiking in the beautiful outdoors, etc. – and instead focusing on vibrant colors, and joyous, high energy moments accompanied by up-tempo music and laughter. The multi-million dollar campaign will use a series of TV, print, digital and social media ads. It will run through the end of the year.
“We knew that we were at a point where we needed the strategic support of an agency if we wanted to continue to increase our awareness and reach new audiences. It also seemed like an opportune time to do a brand refresh,” said Amber Cerda, Now director of marketing, in a press release. “We have so many good stories to tell and a huge product line, but HD helped us boil it down to something that should stick. This is a big step for NOW as we’ve never worked with an agency on this level. We’re investing more than double what we’ve spent previously on consumer advertising with this campaign."