CONSUMER CASE STUDY
Breaking down probiotics for Nancy’s
The challenge
Nancy’s has more probiotics than other dairy products by a mile—but describing the benefits of healthy gut flora can get real scientific, real fast. To help differentiate the pioneering natural foods makers in a packed dairy aisle, the family brand needed copy to balance their scientific acumen and hippie vibe—without flying over the head of an average consumer looking over labels in the dairy aisle.
Approach
After helping craft brand brand positioning and messaging with my partners at Intro, I looked at each probiotic through a benefit lens, translating the key role each strain plays within the gut into a lighthearted, relatable superpower—like comic book heroes for your belly.
Results
Copy that’s true to the science while remaining accessible to health-conscious Nancy’s fans, new and old alike.
DELIVERABLES
Packaging, brochure, and display copy
Web copy