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Jul 10 2011

SapientNitro Helps Nature'€™s Own Find their Angels


12 July 2011 – SapientNitro, part of Sapient (NASDAQ: SAPE), has launched a multi-channel campaign for vitamin, minerals and supplements brand Nature’s Own, highlighting a new partnership with not-for-profit organisation Vitamin Angels.

Vitamin Angels is a global not-for-profit organisation dedicated to reducing child mortality by providing essential vitamins to infants and children in need.  It operates in over 40 countries, and in 2010 alone, reached more than 22 million children.

Under the partnership 25c from every Nature’s Own multivitamin and fish oil sold in Australia is donated to Vitamin Angels to support their efforts to reduce child mortality. That 25c allows Vitamin Angels to help one child in need for one whole year.

Through emotive imagery of the ‘everyday angel’, the creative places a focus on real-life angels and engaging the consumer to understand what each and every one of us can do to take part. Nature’s Own is, at its core, a positive, genuine brand and the campaign helps reflect these brand values and uplifting messages. 

Luke Fitzgerald, Director Consumer Healthcare for sanofi-aventis the owners of Nature’s Own, said: “We have chosen to partner with Vitamin Angels because we have a shared belief that every person’s health matters. We feel that SapientNitro has developed a creative that really captures the essence of what we are helping to achieve through this partnership. This is about making a tangible difference to children’s lives,” he said.

SapientNitro national managing director, Paul Bennett says, “Vitamin Angel’s modest brand recognition in Australia, added to the challenge of the brief to achieve cut-through in a market typical of charity fatigue.  Anyone can create a charity partnership, but what we have done is highlight the true impact and relevance of this partnership.”

The Nature’s Own Vitamin Angels campaign has been rolled out through TVC, press, online, in store POS, internal promotion and PR.  The TVC can be found here:

Nature’s Own is a popular Australian brand of vitamins, minerals and supplements that help improve everyday health and wellbeing.

SapientNitro has had a successful and collaborative working relationship with sanofi-aventis for 5 years and works across a portfolio of their brands.

ZenithOptimedia (media buying)
Edelman (PR)

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About SapientNitro

SapientNitroSM, part of Sapient®, is one of the world’s largest integrated marketing and technology services firms.  We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients.  By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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