PACKAGING AND CAMPAIGN ACTIVATION
Surprisingly, Nature’s Way Kids Smart Calm & Sleep is a stand-alone of its kind — competitors such as Swisse are yet to release their own ashwagandha gummies for kids. Having said that, I like to credit its $1.4m in sales in FY24 to its simple problem-solution messaging. I focused a digital campaign activation on the supposition that if a child doesn’t sleep, neither does Mum and Dad, so the benefits of the product can be felt by the whole family.