Challenge :: Prior to Covid times, during cold season when people felt something coming on they would reach for products with perceived immediate results...like Emergen-C or Airborne. That started to erode market share for Nature Made Vitamin C. We had to bring people back to taking Vitamin C on the regular vs just in the moment. 

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Concept :: Remind people that their immune systems are constantly under attack with contextual placements. 

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Fun Fact :: Turns out red bell peppers have more Vitamins C than oranges. Yet here we are with no
red bell pepper flavored vitamin.