Brand Tone

Cautious and general ("for your brain"), while still aiming to be supportive, encouraging, and focused on well-being and quality of life for an aging demographic. Testimonials continue to convey hope and positive user experiences. Empathetic towards the concerns of aging, aspiring to be seen as a trusted solution. The language on social media is generally positive and engaging.

Brand Values

• •Focus on Brain Health
• •Quality (Claimed)
• •Innovation (Claimed)
• •Customer-Centric (Implied)
• •Integrity, Confidence, Respect, Teamwork, Excellence, Culture (Stated Corporate Values)

Best Practices

• •Stay Updated on Regulatory Guidelines: Given the brand's history, all marketing copy must meticulously adhere to current legal and regulatory requirements regarding health claims. Language should be carefully vetted to avoid making unsubstantiated claims.
• •Focus on "Support" and "Well-being" rather than "Cure" or "Improvement" (unless verifiably allowed): Shift from direct claims of memory improvement (which were legally challenged) to broader terms like "brain support," "cognitive well-being," and "daily maintenance."
• •Use Empathetic and Reassuring Language: Acknowledge the concerns of the target demographic (aging individuals) with an understanding and supportive tone, while being careful not to exploit fears.
• •Leverage Positive Customer Testimonials (with appropriate disclaimers): Share stories of satisfied customers to build trust and emotional connection, ensuring these testimonials are genuine and accompanied by necessary disclaimers.
• •Maintain Transparency with Disclaimers: Prominently and clearly display all necessary disclaimers regarding FDA evaluation and the product's intent (not to diagnose, treat, cure, or prevent disease) with all marketing materials. This builds a semblance of transparency, even if mandated.

Social Perception

Divided: A segment of users genuinely believes in the product's efficacy and reports positive results, often expressing loyalty. A significant portion of the public, along with many scientific and consumer advocacy groups, views Prevagen with skepticism due to the controversy surrounding its clinical evidence and marketing claims. It's often labeled as expensive and potentially ineffective by these groups. The FTC and New York Attorney General's lawsuits, and subsequent court rulings forcing changes in marketing, have significantly impacted its perception, branding it in some circles as having engaged in deceptive practices. Recurring theme in critical commentary that the brand targets vulnerable older adults concerned about memory loss.

Copy Examples

• •Headline: Support Your Amazing Brain. Every Day. Body: Life’s moments are precious. Prevagen is designed as a daily supplement to support your brain. Discover the #1 nationwide selling brain supplement.* CTA: Learn More About Prevagen *(Disclaimer: *Based on syndicated US NIQ Total Store data for the Mental Performance (Brain) Supplement category. These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.))*
• •Headline: Embrace Each Day with Greater Confidence. Body: Join thousands who make Prevagen a part of their daily routine for brain support. Our unique ingredient, apoaequorin, is now available in easy-to-take daily capsules. CTA: Try Prevagen Today *(Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.))*
• •Headline: Your Partner in Daily Brain Support. Body: At Prevagen, we're committed to supporting your journey towards well-being. Explore our range of products, including Regular Strength and Extra Strength, designed "for your brain." CTA: Shop Prevagen Products *(Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.))*
• •Social Media Post: Image: Smiling, active seniors enjoying a hobby. Text: Keep doing what you love. Prevagen is here to support your brain health every step of the way. What passions are you pursuing today? #Prevagen #ForYourBrain #DailySupport *(Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.))*
• •Email Subject: A Little Support for Your Brilliant Brain Body: Hi [Customer Name], Thinking about ways to support your cognitive well-being? Prevagen offers a unique approach with our key ingredient, apoaequorin. Many of our customers tell us it makes a difference in their lives. Learn more and see if Prevagen is right for you. CTA: Visit Prevagen.com *(Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.))*