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Natrol and Josh Allen's Collab Takeaways:
- Natrol launches its "Sleep & Restore" line with star quarterback Josh Allen and sleep expert Dr. Chris Winter.
- The spot “This Me” by agency Betty connects better sleep with showing up as your best self every day.
- A national sweepstakes promotes the line with prizes including a sleep consultation and exclusive Josh Allen merch.
Natrol is turning sleep into a performance tool, and NFL star Josh Allen is here for the ride.
The leading sleep aid brand just launched its new "Sleep & Restore" product line, spotlighting the connection between better rest and better performance.
With Allen as its official face and sleep expert Dr. Chris Winter lending scientific credibility, the campaign is designed to speak to athletes, parents, professionals, and anyone striving to bring their A-game each day.
The product line includes gummies, capsules, and a sugar-free drink mix, offering both melatonin and non-melatonin options.
Key ingredients include:
- Magnesium glycinate for relaxation
- GABA to support faster sleep
- Botanical blend with tart cherry and chamomile
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"In today's fast-paced world, we're committed to helping our customers maximize their nights, so they can wake up recharged and ready to meet life's demands," said Natrol CMO Rebekah Lyle.
For Allen, the partnership reflects how rest plays a role in everything from game day prep to walking red carpets.
“With Natrol Sleep & Restore, I wake up fully refreshed, ready to tackle the day ahead, on and off the field," he shared.
Sleep and Self-Improvement
The campaign revolves around the hero commercial titled “This Me,” created by creative agency Betty.
It starts off with Allen in bed, telling viewers that every great performance starts with a great night's sleep.
We then see the quarterback in various high-performance scenarios like dodging tackles, walking red carpets, and performing surgery.
All while reflecting on how Natrol and good sleep helps him show up fully across all parts of life.
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The effort extends beyond video content.
Natrol has rolled out the “Pro Sleeper Sweepstakes,” where fans can enter to win a year’s supply of the product, a virtual consult with Dr. Winter, exclusive Natrol robes, and signed Josh Allen merchandise.
"Together, we aim to empower individuals to recognize and harness the transformative power of quality sleep, enabling them to unlock their full potential and thrive in every pursuit," Winter shares.
The sweepstakes will run through July 3 on the brand’s website.
Our Take: How Can You Sell Sleep?
To me, the campaign really makes its point that sleep isn't just a luxury, but also a performance tool.
I like how Natrol talks to the high achievers and positions its product as the means to achieve their goals.
And Allen is the perfect embodiment of this message.
Overall, the supplement brand successfully turns a simple wellness product into a powerful narrative about unlocking potential, making the benefits of sleep feel both aspirational and attainable.
Recently, Smartwater teamed up with actress Jennifer Aniston to sell its drink to modern consumers.
The best creative agencies know how to tap into emotion, culture, and timing. Check out the top creative agencies from our directory:
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