Unilever's Olly takes youthful route for go-to-market strategy in Hong Kong

Olly, a supplement brand under Unilever, has launched their range of gummy supplements in Hong Kong with the support of media agency PHD.

With the belief that the foundation of all happiness is good health, Olly makes it their mission to make nutrition and health delightfully easy through a benefit-led approach and an accessible gummy format, offering users an alternative means to pursue good health that is convenient, flavorful, and fun.

To help the brand go-to market, PHD devised a lighthearted, Millennial-led campaign, tapping into social and digital platforms such as Instagram, YouTube and music platform JOOX. PHD also lined up topical local influencers which include Emi Wong, Snow White and Agnes to further refine Olly’s positioning in the market.

“Dietary vitamins and supplements have increasingly become an on-trend wellness accessory with widespread adoption particularly apparent amongst Millennials. However, we find that the health proposition of competitor offerings is often unclear and quite mature-driven which is a clear pain point for product uptake.” said Josephine Chan, head of marketing of Unilever Hong Kong. She added that with Olly’s simple benefit-led approach, youthful branding, as well as a range of gummy offerings that cater to Hong Kong Millennials’ specific needs and lifestyles, the brand is confident that Olly will be a breakout contender in the crowded vitamins and supplements market.

“Knowing OLLY’s unique brand philosophy and proposition, we are delighted to help bring it to life through an equally fun and lighthearted campaign to engage and connect with millennials.” said Samuel Ho, business director of PHD Hong Kong.