An aging American population faced with rising healthcare costs has increasingly turned to dietary supplements to address health concerns. With 400+ locations nationwide, Vitamin World is the country’s #3 specialty Vitamins Mineral Herbal Supplements store. Although the category had been experiencing a sustained period of significant growth, Vitamin World had fallen behind its competitors in terms of financial performance, store footprint and customer relevance. Our challenge: revitalize the Vitamin World brand to win in a rapidly evolving category where convenience is king and larger players dominate consumer mindshare.
Prophet led Vitamin World on a transformational journey to reframe the business away from vitamin discounter to omni-channel health and wellness lifestyle brand. Our multi-disciplinary approach combined several types of rigorous consumer research and creative ideation techniques to uncover insights that led to a compelling positioning strategy and clear brand personality. We discovered that Vitamin World’s latent equities could be packaged into a breakthrough “farm-to-table” strategy that appeals to the Health Champion target segment. After developing the positioning and tagline, we designed a new logo, visual system and range of marketing applications to tell the brand story across a range of touchpoints.
The brand strategy “Crafted…from the source to you” is being activated across the organization. We are currently pilot testing a refreshed store experience in 15 Vitamin World lab stores.