Sundown Naturals: Taking wellness marketing on the road

Sundown Naturals: Taking wellness marketing on the road


We like to see wellness marketers bring their brand beliefs and promises to life. To this end, vitamin and supplement brand Sundown Naturals just wrapped up its three month cross-country 100% Goodness Tour in early July. As reported on, The Tour, which celebrated the simple goodness in life, began in Indianapolis and ended in Dallas with 23 stops in between.

Highlights of the tour included:

  • At each location, attendees sampled Sundown Naturals Gummies, were invited to #sharethegoodness and contribute to a cross-country photo mural displaying what makes them feel good.
  • A team of “Goodness Gurus” also shared ways to practice wellness through nutrition, fitness, mindfulness or cultivating joy in daily life.
  • Select locations also had fitness, lifestyle and wellness expert Jennipher Walters, co-founder of Fit Bottomed Girls Community, host 10-minute, no-equipment workout sessions and share fitness and health tips with attendees.

States John Frame, VP Marketing for Sundown Naturals, “Sundown Naturals believes life is about balance, and our vitamins and supplements are the perfect complement to help balance healthy, active lifestyles. The 100% Goodness Tour has given us the opportunity to bring our belief and brand promise of supplements free of gluten, dairy and artificial flavors to people all across the country.”

At Trajectory, we believe that there are eight characteristics and behaviors that lie at the heart of brand momentum. Three of these include Know-How (demonstrating your expertise), Dynamism (staying ahead of the game) and Usefulness (getting people involved in your brand in tangible ways). So we’re big fans of Sundown’s 100% Goodness Tour.

Sundown Natural’s effort is actually very similar to Trajectory’s 2015 year-long Road To Health Tour for Summit Medical Group.



Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.