Nature’s Bounty Jelly Bean Vitamins

Concepting, Copywriting, Collaboration on Creative Direction and Production

Vitamins that taste like jelly beans? You’ve heard of gummy supplements, but Nature’s Bounty was one of the first to launch this innovative way to get your daily dose of nutrients. Ideal for anyone with a sweet tooth – especially those who hate taking pills or tablets – we needed to develop creative that conveyed just how good these jelly beans taste while still packing a huge nutrient punch. 

Jelly Beans were launched for the Optimal Solutions beauty line as well as the brand’s broadline in several flavors, and the campaign included social videos, Amazon product videos, and Amazon B+ and A+ enhanced content.

Social Video

Product Video

Video has become one of the most powerful tools you can leverage on a PDP. One in five Amazon shoppers prefer to learn about new products and brands via video (over images), and Nature’s Bounty saw an over 9% increase in conversion with best practice enhanced content from 2020-2021. These videos highlight the Jelly Beans’ nutritional benefits while also showing that taking your vitamins can be a delicious, fun experience.

B+ Carousel Images

On a product detail page (PDP), the area above the fold is known as B+ and includes the product title, bullet points, and carousel images. This space presents a critical opportunity to educate shoppers, showcase customer-focused benefits, and amplify key features to compel purchases. The carousel images include the most important information that shoppers need to know at a glance, including packaging shots with supplement and nutritional information, product benefits and features, and a quick demo video.

A+ Content (Enhanced Content)

A+ content, or enhanced content, is a way to create a mini landing-page within the PDP. It’s an opportunity to further educate consumers about the product and brand, creating a richer product narrative through detailed descriptions, charts, or lifestyle imagery. We decided to go with an approach that featured the entire line of Jelly Beans, recognizing the huge cross-sell opportunity and likelihood that someone might buy several different kinds in one purchase.

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