Welcome to another edition of our DTC Creator newsletter. This week we talk about Ian Somerhalder’s supplement company, Single & Fat olive oil and viral paid influencer marketing with Gwyneth Paltrow’s son loudly steaming milk… yeah, you’ll need context for that one. Read on!
3 brands who are disrupting the DTC industry:
Fling: Vitamins in a tin
Often packaged in plastic transparent bottles, these vitamins stand out packaged in an opaque aluminum tin. The names and shapes of the vitamins are also approachable, colorful and fun.
Skin Gym: Serum in a stick
Serums cased in a chapstick-like packaging with serums inside, Skim Gym is a refreshing alternative to the wasteful plastic bottles with pipettes that often don’t reach the last 10-20% of product. Great for travel.
Single & Fat: Relatable olive oil
Made in ‘single’ batches with ‘fat’ that is good for you, Single & Fat olive oil stands out as a modern alternative to such a traditional product. At first glance, their advertising isn’t obviously about olive oil with bold keywords on an LA billboard reading “Single Fatty Virgin Daddy” with less bold font filling out contextual meaning around the poster. They joke they’re more organic than L.A and available at Erewhon's across the city.
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Creators are disappointed in 818 X Chamberlain Coffee
Many fans hoped that the collaboration between the two influencer superstars would bring about a stellar canned espresso martini, with creators stating how there isn’t much strong competition in that market. Instead, creators like Brooke of The Brand Blueprint are left high and dry with just a limited edition ‘Cold Brew Single’ sachet to get their hands on.
“Don’t get me wrong” Brooke stated in a TikTok posted to her account four days ago “this whole collaboration sold out, I just think they had the opportunity to create a really disruptive product for the canned alcohol aisle and they missed the opportunity here”.
Brooke certainly doesn't believe it was a bad collaboration by any means.
She went on to speculate that “maybe this is a test to see if the brands work well together and then launch a canned cocktail”.
Furthermore, Brooke acknowledges the intellect behind teaching your customers how they can use your product in multiple different use cases and this applies to both Kendall Jenner’s 818 Tequila and Emma Chamberlains’ name coffee brand.
The collaboration also involves bars all across America promoting the cocktail, however, fans are equally disillusioned with this move seeing as the cocktail is only available for four days…
How a probiotic brand went from a Gwyneth Paltrow TikTok to a video in Times Square
Probiotic brand, Seed, intertwines creativity with scientific integrity, evident in campaigns like "#GiveAShit for Science" and influencer education programs.
The brand gained attention thanks to a viral influencer-marketing invested video posted to TikTok by actress and wellness aficionado Gwyneth Paltrow in which her obsession over Seed’s probiotics gets interrupted by her son loudly frothing milk in the background.
By New Year’s Eve of the same year, Seed had a Times Square billboard! Both efforts are reflective of Seed’s long-term strategy to disrupt the supplements category—a plan that’s gathering further momentum through the recent hire of the company’s first chief creative officer.
Brilliantly, the brand’s “Learn to Earn” initiative mimics streetwear drops, but with limited-edition merch made available only to those who learn about science.
The creativity of Seed’s campaigns is what ties it all together, combining the trust of the science with the approachability that comes from brand voice and personality.
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The Absorption Company: Not just a supplement brand, but a supplement solution…
Did you know that 84% of the supplements you take are being peed out? Did you also know that Americans spend $50 billion a year on supplements?
These are the statistics you’ll find on the homepage of Ian Somerhalder’s new liquid supplement brand, The Absorption Company. I’m enlightened.
The way The Absorption Company is marketing itself is extremely unique. It’s clear that it isn’t just a supplement company but also a solution to the supplement industry itself and to whatever emotion you lack in;
If you’re tired, take an Energy packet.
If you’re anxious, take a Calm packet.
Suffering from insomnia? Take a Sleep packet.
And so on…
This makes it so easy to educate customers on exactly what it is that The Absorption Company does and offers.
The packaging also clearly shows the exact ingredients used in each packet - not written on the back in small font but literally celebrated on the front of the product itself.
That’s a wrap!
We’ll see you again this Friday 👋
