Serious science with a smart mouth
Is it a miracle cure? Or candy with a wellness mustache? The health aisle is saturated with products fairydusted with bogus claims, but Nello’s superpowders are the real deal. Their flagship product, SuperCalm, was so effective in lowering cortisol, that it blew up organically on TikTok shop—no marketing push required.
Nello came to Crybaby Copy to build a messaging strategy and brand voice to sustain that success for the long haul.
As people who’ve personally spiraled over the “shoulds” and “shouldn’ts” of being healthy, the white space was clear: People were craving real results without then lame lifestyle overhaul. We positioned Nello as the mullet of the wellness industry. Business in the front —> Rigorous testing, clinically effective doses, transparent labeling, no artificial sweeteners; Party in the back —> your BFF with a PhD, tasty flavors, real results, zero sacrifice.
Nello’s founders said our line “Cortisol Can Kiss Our Ashwagandha” was “worth its weight in gold.” They printed it everywhere—retail displays, NYC billboards, even Coachella. The only place it didn’t land? Costco. Turns out the big-box crowd wasn’t ready for PG-13 adaptogens.
