Hyland’s Naturals

Natural Remedies get a Modern Transformation

Hyland’s has been a pioneer of natural medicines for 120 years, but their traditional sales-driven strategy had created a disjointed, siloed house of individual brands rather than a cohesive branded house. They were quickly losing market share to newer brands that were better positioned to capitalize on today’s wellness trends and resonate with millennial moms. That pressure, combined with a highly publicized product issue in 2016, led to a sharp decline in sales. With new ownership at the helm, it was time for Hyland’s to evolve — and as their new agency of record, we couldn’t wait to breathe new life into this legacy brand.

RX: Live Heroically

Guided by a deep understanding of the target, Moontide crafted a strong brand position that pivoted the company from a reactive caregiver brand to a modern champion of wellness; a solution families could rely on to help them “Live Heroically” in sickness and health. As part of the rebrand, we also modernized their logo, gave them a more approachable yet empowering tone of voice, and unified all of their packaging to create a cohesive experience that would stand out on shelves.

Healing Media Strategies

We also got creative with media, leveraging Kinsa Illness Intelligence data to maximize presence and conversions in areas where sickness was surging. This directly correlated with increased unit sales in the corresponding markets.

After Walmart suffered decreased sales due to a less-desirable shelf placement in Walmart, we capitalized on our relationship with The Trade Desk to help Hyland’s become one of the first advertisers to utilize the Walmart Connect’s data. The result was a reduction of CPA for Hyland’s products by over 50% after just 5 weeks.

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A Healthy Future

Moontide’s partnership with Hyland’s reasserted the brand’s relevance in today’s market by driving a surge of new retail listings and relistings, reducing CPAs for some legacy products, and empowering a jump to number one in the Cold & Flu category. The net result was a 54% YoY increase in net sales and 134% revenue gain — a healthy improvement in the brand’s trajectory that we can all feel good about.

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