Nellson

A ColinKurtis Case Study

Nellson, the leading full-service nutritional bar and powder provider in North America, came to us to create a singular identity within the marketplace, upon their acquisition of Multibar. 

Nellson LLC has over 50 years of diversified expertise in nutrition platforms for bars and powders, serving the wellness, sports nutrition, weight management, snack/breakfast, and functional market segments. Nellson offers technical capabilities, quality assurance, flexible production, research and development, and sales and marketing support.

BEST OF BOTH WORLDS

Because Nellson has two key product lines—nutritional bars and powders—their key messaging needed double the impact. Those key messages needed to highlight and work for both lines, and several markets as well, including CPG, Private Label and Direct Sell. It was very important for ColinKurtis to understand both the nutritional bar and powder landscapes, in order to best serve this growing client.

COMBINING FORCES

Together, we started with a plan—our favorite way to undertake a monumental task. After developing a Strategic Marketing Plan, our path was made clear: we created a unique brand and value proposition and creative output for Nellson’s rebranding and marketing campaign. Nellson’s California-based and our Illinois-based offices became whirlwinds of activity, as we developed a new logo and tagline, Moving Nutrition Forward. Nellson’s new identity was established in their brand story and carried out in new sales collateral and packaging. A new ad campaign focused on Nellson’s ability to deliver customer ideas at launch speed by creating the best bars and powders, together. A clean, responsive website and LinkedIn page development created a strong online presence. Our media and PR team put together a comprehensive plan to deliver the Nellson message to the target audience—using a variety of available tools including web banner ads, online newsletters ads, dedicated eblasts, sponsorship of targeted newsletters, and a Google AdWords campaign.

“The team at ColinKurtis really works to understand the intricacies of our business. When we asked them to redesign our website, they combined their creativity & technical knowledge to deliver a dynamic site that communicates our vision, engages our target audience and of course, looks great.”

—Nicole Baca, Nellson LLC

DELIVERING RESULTS

With our ability to see a strategic path step-by-step, and deliver on each step in that process, we have raised awareness of Nellson and its capabilities, created great “sticky” content, and

generated substantial traffic to their website nellsonllc.com in the form of click-throughs. An active PR campaign has gotten impressive results, with 1.4 million impressions earned in just six months. An integrated digital campaign with a modest budget created strong traction, driving impressions and creating brand awareness at a rate of 244,470 impressions (at a cost of just $0.08 per impression vs. our predicted $0.14 per impression) and 925 click-throughs. With great results like these, we look forward to seeing the impact Nellson will continue to make on the nutrition industry.