Turning Up the Volume: How Radio Advertising Fueled Transformational Growth for New Nordic's Active Liver
In 2023, New Nordic, a leader in condition-specific supplements, was at a crossroads. Print and digital channels failed to deliver the visibility and sales velocity needed to grow their flagship product, Active Liver, in the U.S. market. They knew the product worked. Consumers who discovered it loved it, but most Americans had never heard of it.
Recognizing the need for a strategic shift, New Nordic partnered with Retail + Response to reimagine their awareness strategy. The introduction of audio as the driving force behind it marked a significant and innovative step, leading to a dramatic and measurable shift in sales trajectory.
The Challenge: Standing Out in a Crowded Wellness Category
Active Liver targets consumers interested in detoxing, liver support, and overall wellness. It's a solution for health-conscious individuals seeking natural, daily support. Traditional print ads hadn't driven traction at Walgreens, and the brand was about to launch at CVS.
The question was: How do you launch a new wellness product and make a lasting impression? And, Fast.
The Opportunity: Radio as the Awareness Engine
Working with Retail + Response, New Nordic shifted its media strategy to focus on radio. Why?
Radio provided the scale, efficiency, and storytelling power to bring Active Liver to life. The team built campaigns that spoke directly to key audiences:
Women seeking natural wellness solutions
Men interested in detox support
Couples trying healthy habits together
Each message variation was optimized for SiriusXM, network radio, and unwired buys, using a mix of health expert endorsements and relatable humor to drive recall.
The result? A full-funnel campaign that not only moved people from curiosity to conversion but also marked a significant achievement in the marketing journey.
The Transformation: A Look at the Numbers
When radio launched in January 2024, Active Liver's revenue trajectory changed. Fast.
As the chart above shows, revenue began to outpace ad spend within just a few months of launching the radio campaign. By mid-2024, revenue growth had accelerated sharply, and the widening gap between the two lines continued through Q1 of 2025, demonstrating both short-term lift and long-term momentum.
To validate efficiency, the team tracked the Media Efficiency Ratio (MER):
MER by Month: Red Line Marks the start of the Audio Campaign.
Before January 2024, MER hovered around 1.5. Immediately after the campaign launched, MER jumped above 3.0 and remained elevated throughout the year, demonstrating not only campaign success but also marketing efficiency at scale.
The Amazon Effect: A Channel Ignited
Amazon is the digital benchmark for the brand. And the impact of radio on e-commerce was undeniable.
Amazon Revenue Growth Month over Month
In just one year, Amazon revenue tripled. This visual shows dramatic revenue increases starting in Q2 2024, which correlate with increased radio frequency. The uptick wasn't just seasonal or the result of new digital spending. It's directly tied to audio-generated brand awareness and the halo effect of national radio campaigns driving searches, clicks, and conversions.
Retail Results: CVS Doubles Down
Print and digital media failed to spark a lift at Walgreens. But with radio in the mix, CVS told a different story.
"We've doubled our CVS sales in 12 months," said New Nordic VP Jan Petersen. "And that's with radio alone."
Retailers noticed. Facings increased. Doors opened at ShopRite, Meijer, and more.
Trade show attendees said, "I hear you guys all the time."
Radio wasn't just advertising. It was market-making.
The Bigger Picture: Audio as a Strategic Asset
By introducing radio at the right time, with the right message, New Nordic:
Created brand lift across digital and retail
Sustained campaign efficiency at scale
Built a replicable model for future launches
This case is more than a win for Active Liver. It's proof that audio still cuts through in a fragmented media landscape, especially when paired with performance-focused partners.
Retail + Response. Sound strategy. Real results.
Executive Summary:
In early 2024, New Nordic sought cost-effective, scalable awareness to grow U.S. sales of their supplement, Active Liver. The brand had previously relied on print and digital advertising with limited growth. By shifting their focus to radio, guided by Retail + Response, they unlocked measurable growth across Amazon and brick-and-mortar retail, achieving:
📈 3x growth in Amazon sales
🛒 2x CVS sales within 12 months
📊 Sustained MER above 2.5 after switching to radio
💡 Increased unaided brand awareness, website traffic, and retailer interest