For over 35 years, Natrol has been a leading manufacturer of vitamins, minerals and supplements. Natrol’s MRI Performance brand is a line of supplements engineered to help athletes optimize their workouts and results. Grey Matter Group was brought in at the moment the brand was making a pivot: from extreme body builders to everyday athletes. GMG developed a strategic marketing plan and new user personas — all with the goal of building awareness, driving traffic, and increasing sales. GMG’s fresh new packaging rippled out into print advertising, web design, social media, and a brand video.