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Background:
Cancer Nutrition Centers of America (CNCA) is a nutritional supplement company specifically targeted to people with cancer and the worried well. Linked to Cancer Treatment Centers of America, CNCA is the preferred vendor for providing supplements and valuable information promoting overall health and wellness for the Centers.


Objective:
As it prepared to launch a new supplement line, CNCA required a comprehensive and smart brand strategy for the new line that linked to the overall brand of the organization, including product line naming, packaging and marketing programs. The organization also required a consumer strategy and execution that enhanced the position of CNCA overall.

  • Developed an intelligent approach to the brand, based on a belief that in order to achieve optimal health one must strengthen the physical body at all levels.
  • Crafted an appealing and consumer-friendly creative strategy and execution that enhanced the position of CNCA overall.
  • Named product line, “I thrive,” to establish a persona for CNCA that communicates with the health-minded cancer patient on a personal and emotional level.