"AG1 was founded in 2010 and was practically unique as a one-SKU, single-checkout ecommerce brand. In other words, it made only one item, a green powder to be mixed with water or milk, and transacted only on its own site. AG1 was an early affiliate marketing standout. The company prowled open web chum boxes, produced content marketing and commissioned blogs and creators to promote its powder. As the internet and direct-to-brand economics changed, so did the company."
"You do have to change things up. For people who walk into a store, it's a very different communication, right? The work almost has to be done before they're in the store and see you on the shelf. They need to have that awareness and understanding of the product. When you're DTC, you have multi-touches to educate people along the way. And when someone comes to purchase on the site, they can educate themselves as well. It's very different phases of awareness."
AG1 launched in 2010 as a one-SKU, single-checkout direct ecommerce brand selling a green powder. The company built growth through affiliate marketing, content production, and creator partnerships. A major rebrand occurred a year ago, followed by launches on Amazon and in Costco, and a product expansion with a sleep supplement called AGZ. New retail and marketplace channels forced evaluation of media mix and marketing tactics. Retail purchases require prior awareness and product understanding, while DTC enables multi-touch education and on-site self-education. These channel differences create distinct phases of awareness and demand adapted marketing strategies.
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