Goodby Wins Vitamin Brand

Beat Y&R for Nature's Way Alive

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Nature’s Way has tapped Goodby Silverstein & Partners to broaden the appeal of the company’s Alive multivitamins and position the brand as a challenger to the category’s biggest players.

The Omnicom agency bested Young & Rubicam for the business after the herbal supplement company looked at San Francisco agencies to handle Alive (Nature’s Way is headquartered in Green Bay, Wisconsin but bases its marketing offices in Lehi, Utah.)

In naming GS+P agency of record for the brand, Nature’s Way has given the shop responsibility for creative, strategy, interactive and media planning and buying.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in