Thorne, a maker of dietary supplements and at-home testing services for various health concerns, has signed Droga5 as its first agency partner in an effort to increase awareness and expand its business. The assignment came by way of a referral from an unnamed Droga5 client and did not follow a formal pitch process.
Thorne sought an agency partner “to accelerate the next chapter of their growth” over the next five years, said a Droga5 spokesperson. The agency, which is part of the Endeavor network, will provide both marketing and consulting services while working to design a new consumer journey for the brand. It will also create an attendant campaign set to launch in early 2019.
While Droga5 is best known for its cinematic video spots, it has long maintained design and business consulting practices (a fact mentioned by new chief creative officer Neil Heymann during a conversation with Adweek in May).
Thorne Research, Inc., founded in 1984, is primarily known for producing vitamin and mineral combinations sold as dietary supplements and treatments for various health conditions. As part of an expansion launched earlier this year, the company also entered the at-home testing market, developing blood-, saliva- and urine-based analyses for problems with sleep, stress, fertility, thyroid issues and “heavy metals.”
That shift came after news of a partnership with Drawbridge Health, a company that specializes in at-home blood tests. (Unlike the infamous Theranos, Drawbridge and Thorne do not claim to perform the tests themselves, relying instead on a certified third-party laboratory.)
This self-promotional video released in January provides a better sense of the brand’s new positioning, which also included a new website, packaging and logos. Droga5 was not involved in the rebranding project.
According to the accompanying release, Thorne aims to “let you skip the doctor visit but not the advice.”
Company CEO Paul Jacobson said his company is “delighted to partner with the forward-thinking team at Droga5,” stating that the partnership will “help us to expedite our mission to become the global market leader in prevention and wellness.”
“Getting the opportunity to go upstream and build a business with a category innovator like Thorne—to take them to the next level of their success—is hugely rewarding and exciting,” added Droga5 global chief strategy officer Jonny Bauer.
In recent weeks, Droga5 has picked up several new business wins, including the Kraft Heinz Philadelphia Cream Cheese, Kraft Mac and Cheese brands and an expanded scope of work for Google. The agency also formerly worked with another supplement maker called or The Nature’s Bounty Company (NBTY).