OmniActive targeted children by focusing on promoting a healthy start to the school year.
“Kid’s eye health is crucial in this digital age, and modern problems call for modern solutions,” the NutraIngredients judges noted. “‘Lutein for Every Age’ took an omni channel approach focused on today’s consumer. It was content-driven, backed by credible thought leaders, professionally executed and targeted a specific need.”
Kratika Gupta, senior vice president, head of global marketing at OmniActive, said wining the award was a proud and deeply meaningful moment for the OmniActive team.
“It represents more than just recognition for a campaign; it celebrates our collective purpose: to translate science into education that empowers healthier lives,” she said.
“This award is a testament to the passion, creativity and commitment of our dedicated team, esteemed KOLs, loyal customers and valued partners who helped shape the campaign and carried it forward. Together, we’ve shown that when we lead with purpose and put science at the heart of the story, the impact resonates far beyond marketing.”
Gupta added that what stood out amid the many milestones was watching the OmniActive team unite around a shared purpose—bringing together science, storytelling and cross-functional collaboration from marketing, communications, science, regulatory and customer. The teams shaped the strategy, amplified the message and ensured that brands formulating with efficacious doses of Lutemax (OmniActive’s signature product) were part of the marketing campaign.
Putting science first
The ‘Lutein For Every Age’ initiative was created to highlight the vital role of lutein and zeaxanthin in eye and brain health across the entire lifespan, from infancy to healthy aging.
“Translating a complex, scientific narrative into a powerful, relatable message for a multidimensional audience that spans consumers, healthcare practitioners and our industry was both a creative challenge and a rewarding experience,” Gupta said. “It was especially energizing to see how enthusiastically our customers and the supplement and nutraceutical community engaged with the message of ‘Lutein For Every Age’.”
Results from a study published last year showed children between the ages of 5 and 12 revealed that Lutemax Kids resulted in significant improvements to vision performance and enhanced aspects of cognitive health, including attention, focus, episodic memory, visuospatial memory and visuospatial processing speed.
Future initiatives
‘Lutein For Every Age’ has raised the bar for how OmniActive thinks about campaign development.
“This win reaffirmed that educational campaigns rooted in integrity make an impact and serves as a reminder that when we rally around a common purpose, the outcome can be truly extraordinary,” Gupta said.
“We’ve seen the value of emotional relevance backed by science, the strength of consistent cross-channel activation and the importance of making our brand a trusted guide in health journeys. More importantly, it reminded us that when we tell the right story, one that reflects our values and meets people where they are, we build enduring trust and create movements that matter.”
