Olly
Launching new products to strengthen a best-selling product portfolio
New Product Development - Go-to-Market Strategy
Challenge
With its playful packaging and square containers, Olly disrupted the stale and uninspiring nutritional supplement category. Focused on delivering an end benefit to consumers vs. selling ingredients, Olly started with 20 products, with its Sleep gummies becoming their best-selling product line. However, key competitors started to erode Olly’s market share with the launch of similar products, and the VP of Brand Strategy contacted us for support as her Brand Manager went out on maternity leave.
Approach
To strengthen OLLY's position as a leader in the Sleep category, we harnessed innovation and embraced the role of game-changer. The initial endeavor involved the creation of a line of fast-dissolving sleep tablets, where we played a role in naming, conducting consumer testing, and designing the packaging
After further review of Olly’s Sleep portfolio and the overall category, we identified two additional new product opportunities – a new flavor popular in the category and a new product with higher levels of melatonin. For these initiatives, we again helped with consumer testing, as well as sales material development.
Lastly, we worked with the cross-functional team to launch a limited edition “Joy Jar” that was beautifully designed using glass and refillable with Olly’s gummy vitamins in pouches.
Result
The work completed put OLLY on a strong trajectory to defend its position as the market leader in the Sleep category and was yet another testament to their persona as a category disruptor and innovator.
