As a nutritional supplement pioneer with 30 years of category leadership, Rainbow Light’s dominance was under threat by newer, conglomerate-owned competitors with greater distribution and marketing firepower. To retain its edge, the brand was in need of a positioning overhaul that authentically captured both its value proposition and point of difference in the marketplace. While Rainbow Light offers a wide spectrum of products that address diverse nutritional needs across all life stages, it was evident that the brand’s biggest advocate – and key healthcare decision maker within the family unit, is women. By positioning the brand as the woman’s ally, BIG was able to leverage 3 decades of female ambassadorship as well as empower a new generation of women to embrace the brand through print and digital advertising, shelf-to-consumer promotions and pay-it-forward initiatives that elevate Rainbow Light’s charitable contributions.