Setria®: The Credible Scientific Voice in a Trending Category.
Client
Setria®
Service
Authority-Led Communications
Industry
Wellness
Impact
Top-Tier Coverage incl. NY Post
"Rather than compete with celebrity headlines, we became the trusted scientific voice within the conversation."
The Challenge
As glutathione became one of the wellness industry's hot topics - fueled by celebrity interest and IV-therapy trends - Setria® (from Kyowa Hakko) had both an opportunity and a dilemma: capitalize on growing consumer awareness while maintaining scientific credibility and navigating legal and regulatory constraints.
The Insight
Rather than compete with celebrity headlines, ADIN recognized there was an opportunity to become the trusted scientific voice within the conversation.
The Strategy
We developed an authority-led communications platform built around respected nutrition expert Keri Glassman and Nutritious Life, creating educational content that positioned Setria® as the credible source on glutathione. The integrated campaign combined expert partnerships, podcast interviews, editorial content, newsletters, and ongoing media relations.
The Results
The program secured top-tier consumer coverage - including the New York Post - and extended through trusted health media. Setria® successfully participated in a rapidly growing consumer trend without compromising scientific integrity, positioning the ingredient as an authoritative voice in the glutathione category.
Business Impact
The campaign enabled Setria® to participate in one of the fastest-growing wellness conversations of the time, while reinforcing its position as the scientifically credible glutathione ingredient.
Authority-led communications, expert partnership, educational content, and media relations positioning Setria® as the scientific voice in the glutathione category.
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