From Price to Value: Secom® and Sonica Works Bring the Differentiating Criteria to the Forefront with the New “Secom® Standard” Platform

We want to sleep better, have more energy, maintain our health, and live healthier, for longer. We are becoming increasingly well-informed and demanding regarding the choices we make for ourselves. But has communication about health evolved as much as consumer expectations?

According to the *Future of Wellness* analysis by McKinsey & Company—published in May 2025 and based on international research that includes European markets—a segment of consumers known as “maximalist optimizers” (individuals highly committed to optimizing their own well-being) actively seeks scientifically-backed solutions and prioritizes quality over price.

In this context—which is also highly relevant to consumers in Romania, who require clear benchmarks to evaluate offerings in a category saturated with claims about quality—Secom® launched the “Secom® Standard” on September 15, 2026. This new communication platform, developed in collaboration with Sonica Works, aims to shift the conversation from price comparisons to value comparisons, and from vague promises to verifiable criteria. The campaign highlights aspects that are not always apparent on the store shelf: how formulas are selected, the documentation and verification processes that support them, and how the products are complemented by information and professional guidance.

“The Secom® Standard embodies the high standards that have guided our work for over 22 years—from the selection of formulas and the validation of scientific data to the development of solutions tailored to people’s needs. Through this campaign, we are highlighting the quality, innovation, professional ethics, and integrated approach that set us apart, empowering consumers to make informed choices by recognizing value beyond just the price,” says Lucia Costea, Co-founder and CEO of Secom Healthcare Group.

What the Secom® Standard means in practice

The Secom® Standard encompasses the core principles that drive the company: proven quality, safety, performance, and innovation. Secom® employs a rigorous selection process—grounded in science—carefully curates its portfolio, and takes an integrated view of health, ensuring professional ethics inform every decision.

Sonica Works translates these principles into a creative framework where products and services bring substance to the messaging—ranging from international supplement brands like Solaray®, KAL®, Jarrow Formulas®, and ChildLife® Essentials (available through Secom® Exclusive Imports) to the Good Routine® product line created by Secom® and the personalized health experiences offered at Secom® Health Stores. Together, these elements showcase the breadth and complementary nature of the Secom® ecosystem.

The campaign’s messaging illustrates these principles through clear, accessible benchmarks.

“The most diverse portfolio of supplements in Romania*. Not by chance—but by design.” This reflects Secom®’s commitment to providing—through its portfolio of over 320 supplements—relevant options for various needs and life stages. “Not just any formula becomes a Secom® product.” …encapsulates a rigorous selection process, backed by documentation and multiple quality checks. “When it comes to their children, parents make no compromises. Neither do we.” highlights the ChildLife and Good Routine® for Kids formulas, developed using carefully selected ingredients and administration methods tailored for children. Patented ingredients and innovative, scientifically documented technologies further demonstrate Secom®’s commitment to performance and innovation.

Proven quality, personalization, and an integrated approach to health are showcased through three additional key messages.

“7 out of 10 Romanians who choose Secom® come back**. Not out of habit—but because of the results.” This refers to a 66% retention rate—according to the *Brand Tracker AHA Moments* (October 2025)—which is presented in the campaign alongside the company’s product selection and quality verification criteria.

“Not generic recommendations. Solutions built around your unique biology.” This highlights Secom®’s personalized approach, featuring DNA and epigenetic testing available via the Secom® Health Store and the Secom® app. These tools integrate individual profile data to support choices better tailored to each person’s specific needs. “Your family’s needs drive us to offer more than just supplements: we provide integrated solutions.” This illustrates Secom®’s holistic approach, which combines dietary supplements, functional foods from the *Good Routine® Wellness Foods* range, and personalized counseling at Secom® Health Stores—linking wellness solutions with the information and guidance needed to incorporate them into a healthy daily routine.

“We started from a paradox: consumers had become increasingly sophisticated in their health-related choices, yet the supplements category continued to address them with the same generic promises. Secom already possessed genuine differentiators—in terms of expertise, research, and product selection. Our goal was to make these visible—to shift the focus from ‘what we offer’ to ‘what sets us apart.’ Because a standard isn’t defined by what you say about yourself, but by what you can demonstrate,” says Diana Benko, founder of Sonica Works.

A creative expression making the arguments visible

Visually, the “Secom® Standard” platform relies on direct typographic messaging, bold color contrasts, and products brought to the forefront. The commitment to making science accessible and engaging is also reflected in the supplementary creative work for Nature’s Way® Vitamin D3 5000 IU and Solaray® Liposomal Vitamin C 1000 mg. These executions employ a cinematic style—drawing inspiration from premium aesthetics and macro cinematography—to highlight the complexity of the formulas and technologies involved.

“Health-related advertising doesn’t have to be stiff to be credible. Science already offers us so many spectacular elements; we just need to find the right way to showcase them. That was our goal: to capture the fascinating side of science—the beauty of it all—without compromising the underlying information,” says Maria Ionescu, Group Creative at Sonica Works.

From attention to understanding

The “Secom® Standard” campaign runs from September to November 2026 and is supported by a digital-first media strategy developed by Starcom. This includes online communications, digital out-of-home (DOOH) advertising, and complementary TV spots for specific products within the portfolio. Through this approach, Secom® aims to increase the visibility of its key differentiators and foster a better understanding of the quality criteria that underpin the value of its products and services.

“We believe that the responsibility of a brand contributing to people’s health and well-being extends beyond the products it offers. It means providing consumers with relevant information, helping them understand what makes a difference, and offering them guidance for making conscious choices. This is also the ambition behind the platform developed in collaboration with Sonica Works and Starcom: to bring greater substance to our communication and to highlight the value of the entire Secom® ecosystem—from products to personalized solutions and services,” says Alina Tătaru, Corporate Communications Manager at Secom® Healthcare Group.

Project Team

Secom® Healthcare Group: Alina Tătaru, Radu Ciurba, Mădălina Ghiță.

Sonica Works – Strategy and Creative: Diana Benko, Alexandra Mihuș, Maria Ionescu, Adrian Iota, Vali Petridean.

Starcom – Strategy and Media: Alexandra Iordăchescu, Alina Ioniță, Ioana Petcu, Mădălin Andreescu.

TMM Agency – Campaign adaptation for Secom® social media channels: Maria Popescu.

About Secom® Healthcare Group

Secom® Healthcare Group is a Romanian entrepreneurial organization and a leading authority in integrative medicine solutions. For over 22 years, the company has contributed to improving people’s health and well-being through an integrated ecosystem of scientifically-backed solutions: high-quality dietary supplements, functional foods, and its own network of Secom Health Stores—comprising 22 locations where consumers receive professional, personalized consultation.

About Sonica Works

Sonica Works is an independent strategy and creative agency, defined by a “concept thinker” mindset. It builds ideas that transcend the boundaries of a single campaign, evolving into platforms that are relevant to brands, people, and business. Independent in its thinking, robust in its expertise, and hands-on in its execution. Sonica’s portfolio includes collaborations with Molson Coors, KMG Rompetrol, ALKA, Premier Hospitality, Novartis, NEPI Rockcastle, Cirio / Nordic Foods, the Dacia for Romania Foundation, AXI Card (AXI Finance IFN), BCR Life Insurance Vienna Insurance Group, and other brands.

* According to the Cegedim study on supplement providers, July 2026

** According to the AHA Moments Brand Tracker, October 2025.