04 · Confidential CPG
How I scaled a wellness CPG into a category contender against the big names.
2024 – present · Growth + creative lead
The bet
The functional CPG aisle is brutal.
Goli. Olly. OneFarm. Plnt. A dozen indies. All chasing the same wellness shopper on the same Meta auction.
Trying to win on category or price? Losing trade.
I bet we could win on creative angle and customer psychology instead.
Most wellness brands lead with ingredients.
"Organic." "Third-party tested." "Clinical dose."
Buyers tune that out within two scrolls.
So we rebuilt the creative around the result.
Focus that lasts a meeting.
Sleep that survives a Sunday-night spiral.
Energy without the 3pm cliff.
Then we segmented the audience.
Biohackers. Sleep-deprived parents. 9-to-5 burnout cases.
Each segment got its own angle, its own hook, its own creator.
If the segmentation was right, the same product could be sold three different ways to three different psychologies.
The Meta auction would feel less crowded inside our account than outside it.
Concept
The result-led creative formula
Same 30-second clip every time, structured the same way. Ingredient claims got swapped for result claims and CPMs dropped 28% in four weeks.
- 01
Pattern interrupt
First 1.5 seconds. Not the product. The moment of pain.
- 02
Name the pain
Specific to the segment. "3pm slump." "Sunday-night brain."
- 03
Result claim
What changes after they take it. Verb-forward, no ingredient talk.
- 04
Proof shot
Creator reaction or short testimonial. Under 6 seconds.
- 05
Segment CTA
Landing page matched to the angle. Subscribe-and-save default.
Concept
Three wellness segments. One gummy.
Same product, three different stories. The Meta auction loosens when each story has its own creator.
- 01
The biohacker
Stack-optimizing. Wants focus that lasts a meeting, not vague "wellness."
- 02
Sleep-deprived parent
Sleep that survives a Sunday-night spiral. Practical, not aspirational.
- 03
9-to-5 burnout
Energy without the 3pm cliff. Buying back their afternoon.
What broke
First 30 days I positioned around "natural ingredients."
Got crushed in CPMs against Goli's broader value angles.
Painful.
The fix was unsexy: stopped competing on what's IN the gummy. Started competing on what happens after you take it.
Within four weeks the account stabilized and ROAS climbed past target.
The result
The creative segmentation playbook now ports cleanly to other CPG brands I work with. The wellness aisle isn't crowded everywhere. It's only crowded where everyone says the same thing. Pick something different to say and the auction loosens.
Get in touch
Let’s talk.
Open to senior growth roles and select advisory work. Reach me by email or LinkedIn.