Connecting with
Sleep-deprived Consumers

Compass created a more emotional connection to maintain future relevancy and differentiation.

Challenge:
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Natrol wanted to secure its #1 brand position by clearly differentiating itself from the competition and strengthening the brand's consumer connection on a more emotional level.

Compass was tasked with identifying a meaningful, relevant brand positioning and strategy for future growth.
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Actions:
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• Uncovered, developed and tested new positioning directions to make Natrol more emotionally relevant in a commodity wellness category.
• Positionings tested with consumers to identify relevance, purchase intent and uniqueness, resulting in optimized strategic direction for the future.

Revamped strategic direction to secure #1 melatonin position in America.