Nature’s Bounty Company
Interview with Matt Ward
Albert So is a Brand Director at the Nature’s Bounty Company. He played a lead role in unveiling Osteo Bi-Flex’s new “Made to Move” campaign which includes partnerships with key brand advocates such as professional golfer Rocco Mediate. Prior to joining the Nature’s Bounty Company, Albert worked at Kraft Foods and Mondelez International on a variety of brands.
THE SO STORY —
Golf has always been a fascinating sport to me. I enjoy the concentration and focus that is required, as well as the great social aspect – spending several hours with good friends, enjoying fresh air on a beautiful day. I remember being part of a best ball 4 man scramble as an intern during my first job, and although our team didn’t end up winning, I quickly became a lifelong fan of golf that day.
* * *
MATT WARD: What was the genesis for Osteo Bi-Flex in promoting yourself in the golf industry?
ALBERT SO: Osteo Bi-Flex has made a commitment to lead the call for movement. We know and understand the importance of supporting your joint comfort so that you can enjoy your day’s activities and keep doing the things you love to do. Movement is an essential part of our daily lives and partnering with the golf industry and professional golfer Rocco Mediate is a great way for us to get this message across. Whether you are walking across the green to your next shot or looking to sink that putt on the 18th hole, golf helps serve as a great connection point for consumers about the importance of joint comfort in your everyday life.
MW: How does your product differentiate itself from others who make similar claims and are already used by golfers?
AS: Osteo Bi-Flex is the only brand on the market to use a proprietary ingredient called 5-Loxin™ that shows improved joint comfort in as few as 7 days.*† 5-Loxin™ is a key ingredient that is derived from the sap of the Boswellia serreta tree. Recent studies have shown that 5-Loxin™ provides benefits for supporting joint comfort, mobility, and overall joint health. With Osteo Bi-Flex as your partner in mobility, you can make sure to give your joints the attention, care and nutrition they deserve.
MW: How did Rocco Mediate come on your radar screen?
AS: Rocco Mediate is one of the best professional golfers of our time and we are extremely excited about this partnership as he heads into the 2017 season. We love how vocal and passionate Rocco is about the importance of staying healthy and given his experience with occasional joint flare-ups he provides a relatable perspective to fans and players alike. Osteo Bi-Flex is leading the call to movement and wants to help people stay as physically active as they are mentally; Rocco’s ongoing performance in his career is reflective of just that, making him a perfect partner for us.
MW: Are there other golfers on the Champion’s Tour being contemplated for sponsorship?
AS: We are extremely happy with the great partnership we have developed with Rocco Mediate. As we continue our involvement with the golf industry, we do think there is an opportunity to consider including additional talented Champions Tour golfers as part of our brand family.
MW: Is Osteo Bi-Flex looking to expand its role beyond individual golfers – possibly even sponsorship?
AS: Osteo Bi-Flex is proudly sponsoring three Champions Tour events this year: the Allianz Championship, the Constellation Senior Players Tour Championship, and the 3M Championship. You can find us on these courses handing out samples of one of our newest products Osteo Bi-Flex® Ease. Osteo Bi-Flex® Ease is a one per day product that is an 80% smaller pill size than our One Per Day tablets, that still effectively provides the joint comfort consumers are seeking.
MW: Are any female golfers being sought for brand promotion?
AS: As we continue our involvement with the sport of golf, working with the Legends Tour remains a possible opportunity for the future.
MW: Are there plans to expand your product awareness via green grass shops or other traditional golf outlets?
AS: As we continue our involvement with the sport of golf, working with green grass shops or other traditional golf outlets remains a possible opportunity for the future.
MW: If you could change one thing in golf unilaterally — what would it be and why?
AS: “Golf is such an enjoyable game to watch, particularly in person. I recently spent time in Scottsdale at “The loudest hole in golf” and I love the premise. I’d love to see more tournaments and golf courses allow for engagement from spectators – being able to feel the excitement from the crowd makes it a completely new experience.”
MW: Is the target audience for the product those who are 50+ years of age?
AS: Our core target audience are those seeking mobility and improved joint comfort in their daily life. Although this traditionally skews more to those 50+ years of age we certainly know there are a wide variety of people who want to ensure they support joint comfort so that they can keep moving and doing what they love. Regardless of your age, you are made to move, so move! With Osteo Bi-Flex as your partner in mobility, make sure to give your joints the attention, care and nutrition they deserve.
* * *