Peer-to-peer, not face-to-face.

As inventors of the peer-to-peer selling model, Amway knows a thing or two about innovating business. Some of their biggest success comes from selling the Nutrilite brand of supplements and health products around the world. But as social became such a huge part of commerce, Amway found themselves caught off guard.

Unfortunately for Amway, young buyers weren’t interested in buying from people IRL. Even more worrisome, they weren’t interested in selling that way, either. So we set about remaking the brand from the ground up, putting digital and social first.

At the heart of the new brand worldview was a brand platform centered on being true to yourself. We articulated a dual purpose for the brand - one that nourishes your creative spirit and humanity as much as it does your physical body.

The launch anthem embodied this new youth-centered ethos. It was a big departure from the product-first, cause and effect marketing Nutrilite had been doing previously.

Making sure things translated globally was a huge consideration. We worked with our partner offices around the world to vet the positioning, and then made sure we were phrasing things exactly right. Creative executions were “transcreated” locally by market.

Social was new for the company, and a hard sell in some of their markets for a variety of reasons. We demonstrated how we could leverage new-at-the-time shopping functionality to link high level brand messaging directly to the products that make the promise possible.

Nutrilite is all natural plant-based nutrition that’s rich in phytonutrients. And it’s all sourced from their own organic, pesticide-free farms around the globe. That’s a lot to say. So we took it a piece at a time, starting with their approach to pest control: a hawk named Copper.