Renzo's Vitamins: Magically Melty

Advertising and design agency Common Good has created an animated national ad campaign for client Renzo’s Vitamins—an alternative to currently available children’s vitamin options that seem more like candy or medicine. The initiative is running now and will end on Dec. 31.

Known for its sugar-free Melty Tabs, Renzo’s was designed to make it easy for parents to make the healthier choice among sugar-filled gummies and hard-to-take pills by providing a “melty tab” kids love and parents feel good about.

In the animated creative, Renzo’s Melty Tabs are pitched as “the unicorn of vitamins,” a magical being that makes both children and parents happy. The 15- and 30-second storybook-inspired spots inform parents that their mythical quest has ended—their search is finally over. The vitamins are made with wholesome, clean ingredients and contain no sugar or GMO junk. This is Renzo’s first true advertising and the first campaign from Common Good for the brand.

The agency has also created :10 and :06 spots and four digital executions for the campaign that involve standard banners, spaceback banners, social carousels and stories as well as partnerships that include display, eblasts, and Hulu video ads.

Renzo’s, which launched in 2017, is sold directly to consumers and through Amazon, but the goal is to break from a niche audience into one with mass appeal, so it can expand into new channels and become a brand name in kids’ vitamins. The vitamins were developed by a pharmaceutical scientist whose son, Renzo, was born with a special condition that has required care and multiple surgeries throughout his life. Renzo needed a regimen of wholesome vitamins to be in top shape before one of these surgeries, but the standard kids’ vitamins didn’t cut it. That got Renzo’s dad to work on formulating something special—and Renzo’s® was born.

“I’m so happy to see the brand that bears my son’s name reach more and more customers through this campaign,” said Dr. Jose Rocca, PhD, founder and dad to Renzo. “We have a big mission to help as many kids and families as possible, and this has been a big step in continuing our work.”

“Renzo’s Vitamins are a slam dunk for parents who are looking to perfectly nourish their kids but acknowledge the need to make compromises when it comes to vitamins,” said Lyda Zatarain, Renzo’s brand manager. “Our Melty Tabs show we’re a brand that truly checks off all the boxes and makes both kids and parents happy.”

“We’ve been excited to work on this brand because a lot of us are parents and know the gummy-vitamin dilemma well. We’ve all bought expensive vitamins that our kids hated and settled on something sugary and questionable because we knew they’d take them,” said Andy Dutlinger, creative director at Common Good. “So, it was really fun to test the product with our own personal focus groups (our kids and our friends’ kids)—and the results spoke for themselves. Every single kid loved the taste and the Melty Tab experience. And every parent loved what was in them. We couldn’t believe how happy everyone seemed, and it gave us great confidence that we were onto a strong position and creative direction for the work.”

Common Good is Renzo’s AOR. They won the business in 2021.