"In the Details" Campaign

The Situation

Twenty-five years ago, Cosamin invented the joint supplement and still maintains the gold standard in the industry. But consumers needed to get to know Cosamin as a premium brand with hard science to back it up. Jaded joint sufferers are looking for something they can really believe in—real facts and strong science to assure them that a product really can improve their joint comfort.

What We Did

We repositioned Cosamin as the premium joint supplement, taking a page from luxury brands. We romanced the science with gorgeous macro photography, breaking through a cluttered category with a strong message about Cosamin’s unmatched attention to detail.