Ad Age: Exclusive vitamin brand Olly shaking things up at Target

NEW YORK — In a story of what good merchandising can do to lift category sales, Target generated more than $1 million in sales over the first two weeks its exclusive vitamin brand Olly was on store shelves, Olly founder Eric Ryan told Ad Age in a report published Wednesday. 

 

The brand is exclusive to Target for one year, according to the report, though an e-commerce site pitching Olly will debut in June, Ad Age reported. The brand is built on its promise, which delivers experience over ingredients, for example, sleep vs. melatonin or beauty vs. biotin. 

 

Ryan drew on his experience revolutionizing the cleaning-products category through design. "I could not find a worse aisle in the store [than supplements] that was difficult to shop or had more uninspiring brands," Ryan told Ad Age. "Shoppers would literally stress out trying to find something healthy for them. It's just a sea of confusion."