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NATROL MELATONIN

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CHALLENGE

Melatonin use has been receiving much criticism from doctors. They believe that occasional melatonin use can be beneficial for resetting the sleep cycle. However, its continuous use can harm the body's natural sleep cycle. 

Additionally, users complain that after long-term use, melatonin loses its ability to induce sleep.

 

CONSUMER INSIGHT

Melatonin users fear that using melatonin to treat insomnia will have damaging effects on their body's ability to set a natural sleep cycle.

 

OBJECTIVE

Reposition Natrol Melatonin as a travel aid.

Instead of recommending daily use for insomniacs, Natrol can recommend travelers to use Melatonin to combat jet-lag when traveling across time-zones.

CAMPAIGN IDEA

For smooth transitions.

 

CREATIVE EXECUTION

Print ads for Travel magazines and out of home at Airports

Role: Strategist and Copywriter

Co-credit: Linzi Zhou (Creative Partner)

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