Natrol was born from a passion to improve human wellness worldwide—developing innovative vitamins, supplements, and nutraceutical products designed to enhance quality of life.

Jadi partnered with Natrol to develop a fully integrated consumer health marketing system—aligning brand, product, and retail strategy to drive measurable growth across a highly competitive category.

CHALLENGE
Natrol, a leading innovator in vitamins and supplements, faced increasing competition in a crowded consumer health category where product benefits and claims were often difficult for consumers to differentiate.

At the same time, the brand was expanding its portfolio across multiple supplement categories—including sleep, immune support, and Omega-based products—while needing to maintain consistency, trust, and clarity across all marketing channels.

Retail growth added another layer of complexity. Natrol needed to strengthen its retail distribution strategy and secure stronger placement across major national chains—including Costco, CVS, Walgreens, and Walmart—while developing compelling marketing systems to support both consumer demand and trade adoption.

STRATEGY
As a supplement brand marketing partner, Jadi developed a unified approach designed to elevate credibility, simplify product communication, and support long-term retail expansion.

The core insight:
Consumers don’t buy supplements—they buy trust, clarity, and confidence in the brand behind them.

We built a platform that:
• Positioned Natrol as a trusted, science-backed supplement brand
• Unified messaging across a growing portfolio of products
• Connected consumer marketing with retail distribution strategy
• Balanced clinical credibility with clear, benefit-driven storytelling

APPROACH
Jadi executed a fully integrated CPG brand marketing and retail growth strategy across all channels and touchpoints.

1. Strategic Brand Foundation
• Refreshed brand identity, messaging, and visual system across product lines
• Established consistency across digital, retail, and trade environments

2. Integrated Marketing Campaign (Full-Funnel)
• TV, print, digital, and social campaigns driving consumer awareness and engagement
• Health supplement advertising supported by SEO, content marketing, and email
• Video, animation, and educational content simplifying product benefits

3. Retail Distribution Strategy & Sell-In Systems
• Developed interactive presentations, digital tools, and trade marketing assets
• Supported placement and expansion across Costco, CVS, Walgreens, and Walmart
• Strengthened retailer confidence through integrated marketing and positioning

4. Product Launch & Portfolio Expansion
• Supported launches across Omega-3, Immune Boost, Ester-C, Niacin-TR, and sleep products
• Built scalable product marketing systems to support continued innovation

OUTCOME
Business Growth
• Achieved 30%+ market share growth for key supplement product lines including Immune Boost
• Supported sustained growth across an expanded supplement portfolio

Retail Expansion & Distribution
• Expanded national retail presence including Costco, CVS, Walgreens, and Walmart
• Strengthened retail distribution strategy and in-store visibility

Digital & Consumer Engagement
• Increased website traffic by 34%, improving product discovery and engagement
• Revenue increased 95% to $23.6M — driven by Melatonin sales accounting for 28% of total revenue
• Built deeper consumer journeys through integrated content and digital marketing

Brand & Market Position
• Elevated shelf presence and brand visibility across major retail environments
• Unified identity across digital, print, TV, POS, and trade channels
• Strengthened trust with consumers, retailers, and industry partners

Scalable Growth System
• Established a repeatable supplement brand marketing system
• Enabled faster product launches and consistent go-to-market execution

BOTTOM LINE
Jadi didn’t just execute campaigns—we helped Natrol build a scalable supplement brand marketing system designed for growth.

By combining product marketing, retail distribution strategy, and integrated campaigns: We transformed a fragmented portfolio into a unified brand platform—driving measurable performance, expanded distribution, and long-term competitive advantage.

Looking for a supplement brand marketing or CPG growth partner?
Explore our Capabilities

Visit Natrol to learn more:
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