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OLLY’s supplement shake-up

To celebrate the launch of Interbrand’s Breakthrough Brands report, InterbrandHealth spoke with a number of health and wellness brands that have changed up the market in an effort to disrupt the traditional healthcare ecosystem.

Nutrition has seen one of its biggest boosts in years now that companies have begun to explore alternate delivery systems, beyond the pill. A recent New York Times article notes how the gummy craze has changed consumer engagement with supplements.

Launched in 2015 exclusively at Target, OLLY has taken on the task of making vitamin-taking fun and easy with its adult-oriented gummies and new plant-based smoothies.

Studies show that Millennials are more aligned with Baby Boomers in their openness for supplementation, and OLLY hopes to attract these consumers while they are young and in good health with bright, colorful packaging and easy-to-understand benefit names like Solid Bones and Undeniable Beauty.

We spoke with CEO and Co-Founder Brad Harrington, the former CMO of vitamin marketer Shaklee, to learn more about the OLLY brand.

How would you describe your brand in three words?
Simply Delightful Nutrition.

What’s your brand mission?
Making nutrition delightfully easy to help people eat life up.

How would you categorize the business you are in?
We are in the business of making people feel better everyday. We work hard to inspire them through product and content in order to not only feel better but to achieve more because of it.

Define what a disrupter brand is to you, in ten words or less?
Understanding an un-evolved category and having the bravery to change it for the better.

What in healthcare needs disrupting?
Regulation boxes the lazy in. There are ways to talk within the rules that allows a brand to still have a strong personality.

What’s the feeling or experience you hope a customer has when interacting with your brand?
That this company has made something for me that doesn’t exist anywhere else (and) to be delighted by every part of the product experience and make Olly the healthiest habit they will ever start and never give up.

What do you see as your biggest opportunity and/or challenge to future growth?
To build a lifestyle brand that has permission to be much more than just a supplement line.

What’s the most important trait for a leader to have?
To be kind and brave—and to care more about the success of the people you lead than your own success.

How many hours do you sleep a night?
Six to seven.

On any given workday, your predominant state of mind is…?
Excited to just get into it.

More from the Interbrand Breakthrough Brands 2017 report.

This interview originally appeared on brandchannel.


Director of Marketing, InterbrandHealth