CASE STUDY
Sovereign Laboratories had spent 30 years perfecting bovine colostrum. Most consumers had never heard of it.
Client Sovereign Laboratories Category Nutritional Supplements / Bovine Colostrum
Services PR, Earned Media, Thought Leadership, Practitioner Education, Product Launches
The Situation
Sovereign Laboratories had been the worldwide leader in bovine colostrum supplements for more than three decades. Their commitment to purity, formulation excellence and scientific rigor set the standard for the category.
The category was largely unknown outside practitioner and research circles.
Bovine colostrum, the nutrient-rich fluid produced by mammals in the first days after birth, had a compelling body of science behind it. But almost nobody knew what it was. Sovereign Laboratories wasn’t struggling to differentiate themselves from competitors. They were struggling to make consumers care about an ingredient they had never encountered.
Before Sovereign Laboratories could lead the category, they had to build it.
The Insight
When a category is unknown, education is the strategy.
Practitioners seek out ingredients consumers haven’t discovered yet. And when a medical doctor, naturopathic doctor, or registered dietitian understands the science behind an ingredient, it doesn’t stay in their office. It moves into patient conversations, recommendations, and purchasing decisions that stick. For Sovereign Laboratories, the path to consumer demand ran through the people consumers already trusted to guide their health
That was true for adults. It turned out to be equally true for pet parents and new mothers.
Thirty years of science had built the foundation. The work was helping the world catch up.
The Approach
NBP developed a PR strategy built around three interconnected goals: get Sovereign Laboratories into the media, get the science in front of practitioners, and position Sovereign Laboratories’ leadership as the authoritative voice on bovine colostrum.
We conducted targeted outreach to national and trade publications, distributing press releases and media kits that told the colostrum story in language journalists, and their readers, could understand and act on. Coverage was the vehicle. Education at scale was the goal.
At the same time, we developed science-based resources for healthcare practitioners, including blogs, newsletters, and educational content to help them understand the research and feel confident recommending it to patients.
Sovereign Laboratories’ CEO and scientific advisors were then elevated as category experts, securing interviews, podcast appearances, and event placements that put credible voices behind the science. When journalists needed an expert on colostrum, Sovereign Laboratories was the call.
As Sovereign Laboratories’ authority in the adult supplement space grew, NBP helped them extend that credibility into two new audiences. For the launch of Super Pet Nutrition, we built a multi-channel campaign spanning consumer and trade media and engaged veterinarians as trusted advocates, the same practitioner strategy that had worked for human health, applied to pet wellness. For Colostrum for Infants & Toddlers, we developed targeted outreach to reach parents and the practitioners who guide them.
One ingredient. Three audiences. The same core truth behind all of it.
The Impact
305 media placements across consumer and trade outlets spanning Colostrum LD, Super Pet Nutrition, and Colostrum for Infants & Toddlers
Veterinarian network engaged to build trust and drive recommendation in the pet wellness category
Sovereign Laboratories consistently cited in media and industry coverage as the authoritative source on bovine colostrum science
Expert commentary featured across leading publications, podcasts, and industry events
Sovereign didn’t just want to sell a supplement.
They wanted to build a category.
After 30 years of building the science, the awareness is catching up.
Media Placements
- Shop the Best Makeup, Haircare, Skincare and Other Beauty Must-Haves for 2021 – US Weekly
- 20 Foods That Relieve Your Gut Problems, Say Dietitians – Eat This, Not That!
- Developer promotes colostrum as weapon in immune arsenal – NutraIngredients
- Can dogs get salmonella and how can it be treated? – Country Living
- Dr. Nicole Avena On How Babies Benefit From Colostrum – Babygaga
