The best supplement marketing campaigns make a routine health product worth talking about. Swisse reported retail sales up 39.5% during its gummies campaign, according to Clemenger BBDO, and Garden of Life reported a 22.4% sales increase from a probiotics ad that spoke plainly about digestion. Berocca's TikTok campaign in Vietnam reported online sales up 223%. Here are five supplement campaigns with published results.
Last updated: October 24, 2026. Results are as reported by brands, agencies, award entries and platforms, not independently audited. Nothing here says any supplement works.
In this guide
- Which supplement campaigns made this list?
- Which supplement campaign is best for each goal?
- What are the five best supplement marketing campaigns?
- What do the best supplement campaigns have in common?
- How can supplement brands copy these campaigns?
- Where can you find more campaign roundups?
- Frequently asked questions
Which supplement campaigns made this list?
This list covers five supplement campaigns from Swisse, Garden of Life, Nature Made, Berocca and Triquetra Health, each chosen because the brand, its agency or a platform published a result.
"Best" is a judgment call, so this is 5W's pick of campaigns with a clear mechanism and clear numbers, not a ranking by sales. The results are marketing results only. Nothing on this page says any supplement works, and supplement advertising is subject to FDA and FTC rules. Every figure comes from the brand, an agency or a platform, so treat it as reported, not audited.
| Campaign | Brand | Idea | Reported result |
|---|---|---|---|
| Chief Gummies Officers | Swisse | Hired a comedy duo to launch a fake gummy | +39.5% retail sales during the campaign |
| "Poopowerment" | Garden of Life | A national ad that named the benefit plainly | +22.4% sales attributed to the campaign |
| Start Your Day With Nature Made | Nature Made | A national brand campaign | 2.4M new buyers, +1.8 points market share |
| Get Supercharged at 2pm | Berocca | A TikTok dance challenge tied to the 2pm slump | Online sales +223%, offline +32% |
| TikTok Shop GMV Max test | Triquetra Health | Automated ads on creator content | +136% TikTok sales, 4x ROI |
Which supplement campaign is best for each goal?
The best supplement campaign depends on the goal: Swisse for reaching a younger audience with a stunt, Garden of Life for a plain benefit message, Nature Made for market share, Berocca for owning a moment of the day, and Triquetra Health for creator-led shop sales. The table matches each goal to the case with the strongest reported result for it. The matches are 5W's reading of figures reported by brands, agencies and a platform. They are marketing results only and say nothing about whether a supplement works.
| If your goal is... | Look at | Reported result |
|---|---|---|
| Reaching Gen Z and Millennials | Swisse | 39.5% retail sales increase and 53 million reach |
| A clear, plain-language benefit claim | Garden of Life | 22.4% sales increase attributed to the campaign |
| Market share and new buyers | Nature Made | 2.4 million new buyers and 1.8 points of market share |
| Owning a daily moment | Berocca | Online sales up 223% in Vietnam |
| Selling through creators on a shop platform | Triquetra Health | 136% increase in TikTok product sales |
What are the five best supplement marketing campaigns?
The five campaigns below run from a prank that earned press coverage to an ad that talked about digestion on national TV.
1. Swisse Chief Gummies Officers
Swisse, a vitamin brand, and the agency Clemenger BBDO hired the social media comedy duo The Inspired Unemployed as "Chief Gummies Officers" to invent a fictional "Instant Rizz Gummy," according to Clemenger BBDO's case study. The campaign ran in three phases: a mock hiring with office tour and LinkedIn profiles, the product invention, and an April Fool's Day press conference where the duo announced their "resignation."
The case study reports retail sales up 39.5% during the campaign period, a reach of 53 million with 95,000 organic interactions, and 1,500 people signing up for free samples after the prank was revealed. Swisse's gummies had been invisible to Gen Z and Millennials, who saw vitamins as boring, according to the same study.
Why it works: A joke about a fake product earned attention that a standard vitamin ad would not, and the sample sign-ups gave fans a real product to try once the joke ended.
2. Garden of Life "Poopowerment"
Garden of Life, the leading vitamin and supplement brand in natural stores and on Amazon, wanted to build awareness in mainstream retailers for its Dr. Formulated Women's Daily Care probiotics. The agency Humanaut made a humorous national ad that named the product's benefit, regularity, in plain words, according to the Shorty Awards entry. Two versions were produced, one censored for networks and media partners and one uncensored.
The entry reports that sales growth rose from 12.6% year over year before the campaign to 35% during it, with 22.4% attributed to the campaign. It also reports brand awareness up 4% to an all-time high of 51%, a 17% increase in buying rate, and 5 billion PR impressions for the year. The entry says the probiotic became the top-selling probiotic item at Target, Whole Foods and Vitamin Shoppe.
Why it works: Most probiotic ads are vague about what the product does, so a plain statement of the benefit gave shoppers a clear reason to choose it.
3. Nature Made "Start Your Day With Nature Made"
Nature Made's campaign won recognition in the WARC Awards for Effectiveness, according to WARC's case summary, published in July 2024. The summary reports 2.4 million new buyers, a gain of 1.8 points in market share and a 5% lift in the share of people saying the brand is "for me."
WARC also reports that Nature Made overtook the number one spot for aided awareness, meaning the share of people who recognize the brand when it is named. The summary credits the campaign for these results. This case is on the list because few supplement brands have published market-share figures.
Why it works: Market share and new-buyer counts are harder numbers than impressions, which makes this the strongest evidence on the list that a campaign moved the category.
4. Berocca "Get Supercharged at 2pm"
Berocca, a multivitamin tablet brand owned by Bayer, noticed that many people in Vietnam feel an energy dip around 2pm and built a campaign around that moment in 2020, according to Contagious. The brand released a music video with two Vietnamese pop artists and a TikTok star and launched a TikTok dance challenge. Berocca said it was the first health brand in Vietnam to run a campaign on TikTok.
Berocca reported online sales up 223% and offline sales up 32% compared with the same period the year before, and 60% of pharmacy visitors recalled the 2pm message, according to Contagious. The MMA Smarties case summary adds that the campaign reached 85% of its target audience. Different award entries for this campaign report different sales figures, so this page uses the figures that match across Contagious and MMA Smarties.
Why it works: The campaign picked a specific time of day and a specific feeling, which gave the product a daily moment to belong to.
5. Triquetra Health on TikTok Shop
Triquetra Health, a natural supplement brand, tested TikTok's GMV Max tool, which automates ads on creator content and TikTok Shop, according to TikTok's case study. In the first month of testing, TikTok reports a 136% increase in TikTok product sales, a 30% increase in product sales on other channels and a 4x return on investment.
The team also saved 10 hours a week on campaign optimization, according to TikTok. This is a platform case study, so the numbers describe a one-month test chosen by TikTok to show its product.
Why it works: Creator content the brand already had became the ad, and automation handled spending, so the team could focus on the affiliates making the videos.
What do the best supplement campaigns have in common?
Each of the five campaigns gave shoppers a specific reason to talk about a product that is usually easy to ignore.
| Approach | Campaigns on this list | What the audience sees |
|---|---|---|
| Make a joke or a stunt | Swisse | A fake product launch they can share |
| Say the benefit plainly | Garden of Life | An ad that names what the product does |
| Own a moment of the day | Berocca | A dance and a song tied to 2pm |
| Build the brand at scale | Nature Made | A national campaign with market-share results |
| Turn creator content into sales | Triquetra Health | Videos from affiliates with a shop button |
The risk in this category is the claims, not the creative. Humor and plain talk about digestion still have to stay inside FDA and FTC rules for supplement marketing, and a strong sales result does not excuse a weak claim.
How can supplement brands copy these campaigns?
Supplement brands can copy these campaigns by picking one moment, one plain benefit or one joke and checking each claim against the rules before launch.
- Pick a daily moment to own. Berocca used the 2pm slump and reported online sales up 223%.
- Say what the product does in words shoppers use. Garden of Life reported a 17% rise in buying rate with a plain message.
- Use a stunt that ends with a free sample. Swisse collected 1,500 sample sign-ups when its prank was revealed.
- Track market share, not just impressions. Nature Made's case rests on new buyers and share points.
- Review every claim before it goes live. Supplement claims need an FDA notification and FTC-grade evidence.
Where can you find more campaign roundups?
Supplements overlap with wellness, beauty and fitness, so several 5W pieces sit close to this one. See the best healthcare and wellness PR campaigns, the guide to supplement marketing claims under FDA and FTC rules and the supplement marketing trends to watch in 2027.
For launch planning, read the PR guide to launching supplements.
Frequently asked questions
Which supplement campaign reported the biggest sales lift?
Berocca reported the largest lift, with online sales up 223% in Vietnam compared with the same period a year earlier, according to Contagious. Swisse reported retail sales up 39.5% during its campaign, and Garden of Life reported a 22.4% sales increase attributed to its ad.
Which supplement campaign is best for market share?
Nature Made, which reported 2.4 million new buyers and a gain of 1.8 points in market share, according to WARC. The figures are reported by the case's authors and are not independently audited.
Are the supplement campaign results verified?
No. The figures come from the brands, their agencies, award entries and TikTok's own case study. Berocca's award entries also report different sales numbers, so this page uses the figures that match across sources.
Do these results show that the supplements work?
No. The results measure marketing outcomes such as sales, awareness and market share. They say nothing about whether a supplement is effective, and supplement claims must follow FDA and FTC rules.
Can a small supplement brand copy these campaigns?
Small brands can copy the mechanisms, such as owning one moment of the day or using a stunt that ends in a sample. National TV and award-level budgets are not required, but each claim in the creative needs review.
