Two years ago, NOW (Bloomingdale, IL) gave consumers 19,000 reasons to feel good spending less on their supplements based on the number of quality tests performed each month. That message has proven highly effective, generating increased in both aided and unaided brand awareness, and brand usage.

Since then, NOW has increased its monthly quality testing to 31,000, reflecting its strong commitment to product safety and quality. In May 2025, NOW launched its latest consumer advertising campaign titled “It’s A Healthy Obsession.”

According to the company, the campaign demonstrates how NOW scientists have taken their obsession about quality to a new level. The advertising takes viewers inside NOW’s labs to show how obsessive the scientists really are, which includes the tagline “Quality Obsessed. Priced Less.”

“Many supplement brands make quality claims. NOW didn’t just want to tell people; we wanted to jolt people into understanding the magnitude of the quality of NOW supplements. And this approach is working,” said Amber Cerda, director of marketing at NOW. “Since we started focusing our advertising on our quality efforts and value, our brand awareness and usage numbers, as well as search impressions, have all increased. And now that the number of quality tests we conduct is up, you can see why we are obsessed about the launch of the latest phase of this campaign.”

For more information, visit www.nowfoods.com.