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 a leader in bovine colostrum supplementation for more than three decades, building its reputation around purity, product quality and scientific rigor.
The challenge was awareness.
Bovine colostrum, the nutrient-rich fluid produced by mammals in the first days after birth, had a compelling body of research behind it, yet the category remained largely unfamiliar to mainstream consumers. Sovereign Laboratories had the science, the expertise and the product. The challenge was getting more people to understand why colostrum mattered.
Before Sovereign Laboratories could lead the category, they had to help define it.
The Insight
When a category is unfamiliar, education helps makes it relevant.
Bovine colostrum had a strong body of science behind it, but science alone doesn’t create awareness. People needed to understand what colostrum was, why it mattered and why they should care.
The opportunity was to make a complex category credible and relevant, translating the science into stories people could understand, building trust through recognized experts, and showing consumers how colostrum could fit into their lives.
As awareness grew, that foundation also helped Sovereign Laboratories introduce colostrum to new audiences and applications.
Thirty years of science had built the foundation. Our job was to turn that expertise into awareness, authority and action.
The Approach
NBP built a PR and communications strategy to turn Sovereign Laboratories’ scientific expertise into broader awareness, credibility, and demand for bovine colostrum.
We used earned media to introduce colostrum to a much broader audience, translating the science into stories journalists and consumers could understand. Targeted outreach to national consumer and trade publications, supported by press releases, media kits, creative media mailers, and expert commentary, helped put colostrum into conversations around digestive health, immune health, skin health, nutrition, and wellness.
We also built Sovereign Laboratories’ presence among healthcare practitioners, developing science-based blogs, newsletters, and educational content that made the research easier to understand and gave practitioners the information they needed to confidently discuss colostrum with their patients.
Thought leadership was another important part of the strategy. We positioned Sovereign Laboratories’ CEO and scientific advisors as credible voices on bovine colostrum, securing interviews, podcast appearances, speaking opportunities, and expert commentary across consumer and industry media.
For the launch of Super Pet Nutrition, we brought the brand’s science and personality to life with a memorable media mailer: reporters received a personalized pet bowl filled with grass, accompanied by a cow-shaped squeeze toy and product information. The unexpected package gave journalists a tangible, playful introduction to the product and helped the launch stand out in crowded media inboxes. We complemented the creative outreach with consumer and trade media relations and veterinarian engagement.
For Colostrum for Infants & Toddlers, we developed targeted outreach to reach parents and the practitioners including pediatricians, pediatric gastroenterologists and pediatric dietitians who influence their health decisions, extending Sovereign Laboratories’ expertise into another emerging application for colostrum.
The result was a broader conversation around colostrum, and a stronger position for Sovereign Laboratories as a leader in the category.
The Impact
- 305 media placements across consumer and trade media for Colostrum LD, Super Pet Nutrition, and Colostrum for Infants & Toddlers
- Veterinarians engaged to build credibility and support recommendation in the pet wellness category
- Established Sovereign Laboratories as a go-to source for bovine colostrum science across media and industry coverage
- Sovereign Laboratories’ experts featured across leading publications, podcasts, and industry events
Media Placements
