Ensure serves people with different nutritional needs, from maintaining strength and supporting recovery to managing specific health needs. That meant communications had to do more than promote a product. They had to help consumers, patients, caregivers, and healthcare professionals understand which nutrition solution might be right for a particular need.
Across multiple initiatives for Ensure and the broader Abbott Nutrition portfolio, I developed copy for product launches, consumer and retail marketing, educational materials, and point-of-sale communications—translating nutritional information into messaging designed to be useful, approachable, and easy to navigate.
My Role
Copywriter
I worked across consumer, shopper, retail, and healthcare communications, developing concepts and copy that helped differentiate products, communicate nutritional benefits, and guide audiences through an increasingly broad portfolio.
Deliverables
Campaign concepting · copywriting · product launch · consumer marketing · shopper marketing · retail/POS · patient education · HCP communications · digital
Introducing something Clearly Different
The launch of Ensure Clear required introducing a product that challenged expectations of what an oral nutritional supplement looked and tasted like.
Rather than another traditional shake, Ensure Clear offered clear, fruit-flavored nutrition. The creative leaned directly into that difference with the “Clearly Different” platform, using the product’s appearance, flavors, and nutritional profile to establish a distinct position within the Ensure portfolio.
The messaging carried across channels, including advertising, digital communications, coupons, and retail materials—giving consumers a consistent introduction to the new product wherever they encountered it.
Making the difference immediately understandable
At shelf, there isn’t much time to explain a new nutrition format. Messaging needed to quickly communicate both what made Ensure Clear different and why that difference mattered.
Bringing the portfolio to retail
The work extended beyond individual products to retailer-specific communications designed to keep Ensure relevant throughout the year.
For Walgreens, seasonal creative connected nutrition and wellness with timely consumer moments while reinforcing the differences among products within the Ensure family.
Helping people navigate nutrition
Some of the most interesting work in this collection isn’t traditional advertising at all.
Abbott Nutrition’s well-nourished is well-equipped program took a broader educational approach, helping people understand how nutrition could support general wellness, recovery, strength, and the management of specific nutritional needs.
Instead of leading with individual products, the content began with the audience: what they might be experiencing, what good nutrition could help them accomplish, and what practical steps they could take.
From education to action
The brochure translated a large amount of information into approachable, useful content—from everyday eating tips and guidance for people managing diabetes to tools for tracking weight, appetite, eating habits, and nutritional supplementation.
Connecting education to the right solution
Across the work, one challenge remained consistent: Abbott Nutrition had a broad portfolio designed for different nutritional needs, and audiences needed a simple way to understand those differences.
Product comparison tools, educational content, retail materials, and portfolio communications helped turn a potentially overwhelming set of choices into a more understandable path.
The takeaway
This work required more than finding different ways to talk about nutrition products. It meant understanding the audience, the setting, and the decision each piece needed to support—then finding the clearest way to communicate what mattered.
From introducing a new product to helping someone compare nutritional options or make more informed choices about their health, the writing had to make complex information feel useful and accessible.
Different audiences. Different channels. Different needs. One job for the copy: make the choice clearer.
Sara Barton 
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