CASE STUDY / Rainbow Light

Background

Rainbow Light Nutritional Systems, the number-one most trusted natural vitamin brand, entered the vitamin and supplement industry more than 30 years ago with little competition. However since then, the shelf that Rainbow Light used to share with only a couple of other products, has become very crowded. To celebrate and continue its leadership in the prenatal arena, 5W has been tasked with introducing two trailblazing prenatal supplements: Embrace Prenatal 35+ Multivitamin and Prenatal Precious Gems Gummy Multivitamin, the only prenatal gummy vitamin with FDA approval, demonstrating the benefits to the consumer, and showcasing the Rainbow Light Brand Ambassadors as trusted experts in the field through our strategic PR plan.

Strategy

Leveraging their vast experience in the healthcare, women's health and prenatal spaces, 5W identified the core goals and tactics to make Rainbow Light the number one most trusted natural vitamin brand within these targeted audiences. 5W positioned Rainbow Light's Embrace Prenatal 35+ as the first and only prenatal multivitamin specially formulated to address the nutritional needs of moms-to-be 35 and older. Additionally, 5W positioned Rainbow Light's Precious Gems as the only prenatal gummy available with probiotics to aid digestion, in addition to its delicious orange flavor and single-serve packets for easy on-the-go use. Through the vast network of media influencers, 5W has been able to highlight Rainbow Light's key benefits, as well as position its network of brand ambassadors, made up of doctors, nutritionists, trainers, and celebrities, as trusted experts. 5WPR was able to create story opportunities in key publications across business, medical and consumer categories.

  • Leveraging Strategic Healthcare PR, Rainbow Light Continues to Be an Expert in Supplements with Introduction of Prenatal Products

Results

Throughout the campaign, 5W was able to garner 921,562,654 media impressions.
Key Media Placements include:

  • Today Show
  • Lucky Magazine
  • Pregnancy & Newborn
  • Redbook
  • New You
  • Parenting Magazine
  • Amazing Wellness
  • Pilates Magazine
5W was also able to secure over 15 thought leadership opportunities for Rainbow Light's Brand Ambassadors, including:
  • Huffington Post Business
  • Remedies Magazine
  • Vitamin Retailer
  • Medical Daily
  • SheKnows.com
  • Better Nutrition Magazine
  • Amazing Wellness Magazine

CLIENT TESTIMONIALS

Our partnership with 5W has helped Rainbow Light become one of the fastest growing supplement companies in the U.S. The talented, passionate, hard-working 5W team has exceeded our expectations.
Linda Kahler, CEO