Unilever's OLLY, a brand that sells multi-vitamin gummies, has unveiled a new campaign titled "Slay it with OLLY". The campaign is fronted with a spot that promotes its "Sleep" product that seemingly helps consumers get better rest. The campaign is done in collaboration with TSLA, which MARKETING-INTERACTIVE understands has been working with Unilever for several years. MARKETING-INTERACTIVE also understands the campaign will be running through the year in Singapore and China markets.
The spot features a female character who is heading to bed and is unable to fall asleep due to various loud thoughts in her head. These include "endless to-do lists", unanswered texts, and the fear of missing out. The character then takes a OLLY gummy and manages to fall asleep.
According to TSLA's website, the film looks to help modern consumers battle issues that affect their sleep quality. The work is accompanied by the caption: "Modern world distractions vie for our attention and sleep every day. In this new world, it’s not just “work” that affects our sleep quality, but many other demons that keep us up at night. From relationship issues, tech devices, expensive rituals to social distractions, the modern girl battles them all, and wins, in our new global campaign for OLLY." TSLA has declined to comment on MARKETING-INTERACTIVE's queries.
In a statement to MARKETING-INTERACTIVE, a spokesperson from Unilever said as OLLY was recently launched in Singapore, its primary objective of the campaign is to build brand awareness and grow affinity among millennials. "We do this by staying true to our brand promise of making health delightfully easy so consumers can pursue good health without compromise," the spokesperson added.
With millennials as OLLY's key target audience, digital marketing plays an important role in its campaign. According to the spokesperson, the campaign will be driven by long-form videos to build awareness of OLLY on high reach social channels that Millennials frequent, as well as a series of short-form videos consumers won’t miss when scrolling through their social media feed. Using precision marketing, the team has also spliced and diced its materials to increase relevance amongst different target audiences across various stages of the consumer journey. This eventually leads consumers to consider a purchase via its eCommerce partners such as Shopee, Lazada, and Watsons.
OLLY was acquired by Unilever in 2019. The US-based brand was first founded in 2014 with the aim to "make nutrition delightfully easy". OLLY is known for its gummy vitamins and supplements, and also sells protein powders and snack bars. Aside from its "Sleep" product, OLLY also sells other wellness-boosting products such as "Daily Energy", "Goodbye Stress", as well as "Probiotic + Prebiotic".
Since OLLY's acquisition, it has expanded to Singapore and China. "Slay it with OLLY" is its first global campaign specifically created with the Asian Millennial woman in mind as it looks to grow its business internationally while staying relevant to local consumer needs and trends, Unilever's spokesperson said.
"At OLLY, we believe that the foundation of all happiness is good health, and health should be a source of joy rather than anxiety. Millennials lead busy, multi-dimensional lives often juggling work, family and personal commitments that sometimes compromise their health. At OLLY we believe we can support her as a modern side-kick, or trusted bestie, they can count on. Whether it’s being well rested for a big day at work, needing a little extra pep in your skin, or total modern world domination, OLLY is here to slay by your side," she added.
Upon acquisition, Amanda Sourry, president of Unilever North America, said: “We are delighted to welcome OLLY to our portfolio of brands. OLLY is a strong, innovative brand in the fast-growing health and wellbeing space, and nicely complements our businesses in beauty and personal care, and foods and refreshment. OLLY’s focus on making nutrition delightfully easy aligns closely with Unilever values and our continued commitment to improving people’s wellbeing."
Separately last month, Unilever said it will remove the word "normal" from all of its beauty and personal care brands’ packaging and advertising, as part of the launch of its new Positive Beauty vision and strategy. According to Unilever, the decision is one of the steps that the company is taking to “challenge narrow beauty ideals and work towards helping to end discrimination and advocating for a more inclusive vision of beauty”.
Sunny Jain, president beauty and personal care, Unilever said then: “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward. It’s just one of a number of actions we are taking as part of our Positive Beauty vision, which aims not only to do less harm, but more good for both people and the planet.
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