Amway's nutrilite is showing the status of top brand continuously in health functional food area. Even if satisfied performance, nutrilite starts to execute aggressive marketing activities in order to reinforce its marketability as recognizing the threatened factors from recent environmental changes. Recently, many new competitors entered health functional food market with the well-being trend, and threatened nutrilite as utilizing their brand power and delivering the differentiated value to consumers. At this time, nutrilite knew a few weak points of its brand management. Nutrilite has low brand awareness because of lack of communication to consumers and negative image from multi-level marketing. In 2009, nutrilite decided to implement advertising campaign to overcome its threatened factors and weak points, which was very exceptional decision because nutrilite's channels were confined to door-to-door sales. Nutrilite considered about relatedness with prior marketing activities and synergy with IBO sales actions to get high profitability. As a result, first of all nutrilite made a brand vision and developed strategic role of advertising campaign to fulfill that brand vision, which can be comprehended as a integrated marketing communication perspective. This case study aims to introduce launching backgrounds, strategic directions, and performances of nutrilite's advertising campaign.