Athletic Greens: Genius Marketing and Nutritional Overkill

#AG1 #drinkyourgreens #morningroutine

Okay, deep breath. Welcome to my first thought-provoking post. I'm tiptoeing on the edge of my comfort zone here, but let's dive right in before my nerves get the better of me.

It's funny; this topic has been the centrepiece of countless coffee dates and random chats with friends and colleagues. And now, here I am, converting those conversations into digital ink.

From a clinical dietitian to marketer, I’ve worn varied hats. My fascination truly lies at the intersection of wellness and marketing. It's captivating to see how companies tap into the aspirations of those on a wellness journey, turning these desires into powerful marketing strategies Among the pack of such brands, Athletic Greens - now rebranded as AG1 - really pops out.

Kudos to AG1 for cracking the code of health and wellness marketing, especially in the fiercely competitive world of supplements. They’ve not just managed to hold their own, but have risen as the undisputed champions of green powders. Their marketing game? Stellar. Absolutely applaud-worthy. But, the dietitian in me, ever the skeptic, raises an eyebrow at the actual need and, yes, the price tag of their product.

Ready to dive deeper? Let's get into it.

The Love: Marketing Masterclass

You know, every time I look at Athletic Greens' (AG1) marketing, I can't help but to feel genuinely impressed. From smartly tapping into the power of influencers to making a green supplement feel as daily as our morning coffee, they've nailed it.

Ever felt like AG1 just sort of popped into the limelight? Same. But dig a little deeper and you'd see Athletic Greens has been at this game since 2010. Yep, that's 13 years of testing and learning.

Being in the early startup game, sometimes it feels like you're at a party where everyone else got the memo on how to succeed and you're just winging it. It’s like looking around and thinking, “Why’s everyone else killing it while I’m here trying to piece it all together?” The reality is most of them either started way before all this pandemic chaos, are backed by fat stacks of investment, are throwing money like confetti on marketing, or just got super lucky hitting that sweet spot with their product and audience.

And in this case, AG1 has it all going on…

Now, unless you've been hibernating under a massive boulder, you've probably come across AG1. If you're shaking your head, you're probably not the type diving deep into wellness podcasts or following health gurus. But then, what brings you here to my corner of the internet?

Kidding!

Here’s a quick scoop: AG1 hails from the US, born from the idea – why choke down a ton of pills when you could get "75 vitamins, minerals, and all those superfoods, probiotics, and adaptogens" in just one go?

It’s compelling. I mean, how often have we seen our friends (‘asking for a friend…’) dive headlong into a supplement routine and then fizzle out just because it felt like another chore?

Plus, who out there is saying, “Nah, I’m good. I don’t need better health”? Especially now, after all we've been through globally, staying healthy isn't just a fad.

So, was AG1 just lucky, or was there some method to this madness? Let’s peel back the layers on their marketing playbook, shall we?

Value proposition

“Build a foundation for better health”…”Foundational nutrition made easier”

“Comprehensive nutrition and gut health in one simple scoop*”

“75 vitamins, minerals, and whole-food sourced nutrients in one convenient daily serving. One Scoop, 250 ml of water. It's all you really need, really.”

They nailed it. Imagine: just one glass, one scoop, and bam – you're packed with vitamins and minerals for the day. It's like having a liquid cheat code for nutrition. Think of it as a drinkable insurance plan for your health, with a little bonus for your gut.

As I previously mentioned, the genius thing about this pitch is its universal appeal. I mean, who's going to hear that and go, “Nah, I’m good without optimal health”? The underlying message here? No matter how you’re eating or what chaotic diet you're on, a glass of AG1 has got your back..

Simple. Powerful. Dreamy, even.

Talk about understanding what your audience craves and delivering it on a silver platter!

But who are they targeting?

They seem to be chatting up everyone, wherever they might be on this whole health journey. But, this didn’t happen overnight. A quick note: this 'talk-to-everyone' strategy? It’s not a one-size-fits-all, so brands, tread carefully.

Rewind a bit, and AG1 used to go by the name Athletic Greens. As the name suggests, they were like a personal nutrition coach for the athletic bunch – people who knew their nutrition ABCs and wanted more. The goal was to help these customers ace their health game because, let’s face it, even the fittest among us sometimes miss out on certain nutrients through diet alone.

Then enters the star-studded endorsements: names like Tim Ferris, Andrew Huberman, and Mark Hyman giving AG1 their nod of approval. And just like that, Athletic Greens took off like a rocket.

Suddenly, it wasn't just for the gym buffs. It became the go-to for anyone thinking, "I should probably start caring about my health.” I mean, a green drink that’s a cocktail of essential nutrients, plant-based goodies, probiotics, and more? It’s like health in fast forward.

But let's park AG1's branding brilliance and their prowess in social proof for a sec – we’ll dive into those waters shortly. What’s key to remember right now? Their transformation from Athletic Greens to AG1 wasn't just a name switch. It marked their evolution from catering to the fitness fanatics to becoming every health-conscious person’s BFF.

Sleek, stylish, and perfectly attuned to those of us itching to not just be healthy but feel it too.

So while they still hold hands with their OG Athletic Greens gang, AG1’s opened its arms wide for everyone who's on board the wellness train, offering them that golden ticket to optimal health.

At the end of the day, AG1’s not peddling some green powder; they’re bottling up and selling that intoxicating 'I feel healthy' vibe.

Branding

I am a total geek for branding; and I’m obsessed with the AG1 execution.

That Lush Forrest Green

Pop quiz: Think of a colour that screams 'health'. If dark forest green didn’t pop into your mind, you might’ve been sleeping during those "eat your veggies" lectures. Seriously, dark green channels nature, serenity, prosperity, and—yep—health. We’ve all been through the whole “eat your greens and grow big and strong” spiel. Popeye anyone? So when you’re crafting a brand focused on primo nutrition and that wholesome healthy feeling, dark green is your MVP.

And AG1 doesn’t just use dark green. They wear it like a badge of honour—be it their drink colour, packaging, site, or socials. It's like Barbie owning the hot pink vibe; AG1's out here going, “Dark green is my (sugar-free) jam!” Basically, they've put a full-court press on owning the health and nutrition colour space.

Sleek Design and Tone of Voice

Picture this: pristine, uncluttered, a touch clinical. That’s AG1’s brand vibe. For a supplement brand, it's perfection. They’re screaming (well, whispering, given how minimalist they are): “Hey, our ingredients? Thought out, measured, scientific.” You can see echoes of this aesthetic in names like Ritual or The Ordinary. And their chat? Matter-of-fact, but not preachy. Educational, but not condescending. Aspirational without being unattainable.

Unbox the Magic

Alright, buckle up, because AG1’s packaging is where I go full fangirl. It’s not just about what’s inside; it's the unboxing extravaganza. Your inaugural AG1 order comes with this transparent water bottle for your daily greens.

And that clear bottle? Oh, it’s no accident. Kick off your day, whip up that green elixir, and you’re immediately bathed in those “I’m looking after myself” vibes. The transparent look is so Insta-worthy that AG1’s community is snapping and sharing. What's better marketing than having your tribe flaunt your brand? Nothing.

And even if you're not flaunting your green goodness, toting around that AG1 bottle is like a secret handshake. Spot someone with the same bottle, and you're instantly health buddies.

Huel's branded tees and bottles have a similar vibe. Ritual, with its transparent supplement packaging, is right there too.

Picture Perfect

Their visuals are a love song to everything we've just chatted about: that captivating colour, the design ethos, their voice, and the packaging experience. They’ve found their groove, and now it’s just about keeping that record spinning.

Creating a category (and a habit)

Another fascinating aspect of AG1 that I absolutely adore is the fact that they made green powders cool. They didn't just throw their hat in the ring—they crafted an entire arena. We're talking about a fresh category of green powders. And while others like Bloom, Rheal, Free Souls, and a few more have jumped on this bandwagon, AG1 remain the true category king.

If you’re interested in reading more about creating a new category and becoming the category king, I recommend you read Play Bigger by Al Ramadan.

From a behavioural viewpoint, particularly drawing insights from James Clear, you begin to grasp the profound influence of kickstarting your day with AG1. As Clear profoundly asserts “What we repeatedly do, each and every day, ultimately forms the results we enjoy and the goals we achieve. Change your habits, change your systems, and you'll transform your life, team and organisation”.

Let's draw a parallel for a moment with the seemingly simple act of making your bed each morning. A considerable amount of research supports the idea that starting your day by making your bed can catalyse further achievements. It’s a small win to begin with, paving the way for a tidy, serene workspace and further daily accomplishments.

Now, take this analogy and apply it to starting your day with AG1. It seamlessly integrates into your morning regimen. Whether you're sipping it from an Instagram-worthy glass, or directly from AG1’s transparent bottle, you’ve initiated your day with a self-affirming act. Even before you dive deep into your daily tasks, you've ticked off a fundamental nutritional box. Echoing Clear’s perspective, this act serves as a 'positive vote' for the aspirational version of yourself, the health-enthusiast within you. Though I don't have empirical data on hand, I'd venture to say that after this act, you're poised to embrace choices aligned with a health-forward goal.

After your AG1 intake, perhaps you find solace in meditation or feel invigorated by a brisk morning walk. Maybe AG1 accompanies your meticulous skincare routine or keeps you company during your dog’s morning walk. Regardless of the specifics, AG1 likely serves as an anchor in a cascade of positive morning rituals.

The lingering question then is, in the absence of your AG1 ritual, does the domino effect halt? Does the rest of your routine suffer a ripple effect?

Subscription Model and the Seamless Habit Formation

One of AG1's masterstrokes lies in its subscription model. Why? Because habits are everything. The genius in their approach doesn't just lie in a glass of nutritious greens, but in the ritual they're building around it. Let’s break this down a bit.

• Daily Ritual: AG1 didn't just invent a drink; they introduced a daily ritual. By encouraging customers to start their mornings with their green powder, they've set the scene for a day that's proactive about health. What's the next best step after establishing a habit? Making sure there’s no break in the chain.

• The Beauty of Subscription: AG1 takes out the effort and risk of breaking this ritual. “Want to make this daily habit effortless? We’ve got you. With our subscription service, there’s zero chance of you missing out because you forgot to reorder. Get AG1 delivered to your doorstep every 15, 30, 45, or 60 days." They subtly hint, "Why risk breaking a good thing? Let's keep this going, together." It’s a win-win; you get a continuous supply of health, and they get consistent business.

• More Than Just Convenience: Their pitch? It’s not just about the convenience, it's about the commitment. "Invest in your health, daily. And if life gets chaotic, we’re here to make sure your nutrition isn’t something you have to stress about." And oh, a cherry on top - there’s a discount if you subscribe.

• The Omitted Implication: Though they never say it outright, there's a subtle undertone: "Without AG1, there's something missing from your routine. Your body might not feel its best." It’s the gentle nudge that reminds customers of the benefits they'd be missing out on.

In the grand scheme of things, while I might not have the actual numbers, I’d bet my morning coffee that AG1's customer lifetime value (LTV) is high. They’re not just selling a product; they’re partnering with their customers on their health journey. They’re making an offer hard to refuse, and even harder to break away from. Smart move.

Influencer marketing + Social Proof

With a hefty £115M investment in 2022, it's evident that a sizeable portion has been channelled into influencer marketing and podcast sponsorships. Everywhere you turn, from niche podcasters to Instagram influencers across diverse interests, AG1 seems omnipresent. This isn't just a shotgun approach; it's meticulously targeted. Major celebrity endorsements give the brand an authoritative edge, cascading down to micro-influencers who further amplify the message. It's more than just marketing; it's creating an entire AG1 lifestyle movement. AG1 hasn’t just tapped into influencer marketing; they're redefining it.

• Playing the Celebrity Card: Let’s start big. Having heavyweights like Hugh Jackman, Cindy Crawford, and Lewis Hamilton not just use, but invest in your product? That’s golden. Their endorsement isn’t just a typical celebrity ad; it's an affirmation of trust in the product. And trust, dear reader, is the currency in the online world.

• Peer Recommendations Matter: Aside from the glitz and glamour of Hollywood, AG1 has the intellectual side covered. Figures like Andrew Huberman, Tim Ferris, and Dr. Chatterjee are publicly backing AG1. Whether they're investors, have an equity deal, or just podcast sponsors, the perception is the same: these trusted names are standing behind the product.

• The Ripple Effect: When these major personalities back AG1, they inadvertently give a green light to the smaller influencers. It's no longer "Hey, promote this product," but "Join the league of these iconic figures in supporting AG1." The influencer isn’t just marketing another product; they’re part of a larger, more prestigious movement. It’s a boost for AG1, and a little sprinkle of stardom for the influencer.

• Every Niche, Every Corner: AG1 is everywhere! Whether you're a busy mom trying to balance life, an athlete keeping fit, a wellness enthusiast, or a yogi – AG1’s influencer web has you covered. Their broad spectrum approach ensures that the AG1 message resonates across different demographics, widening their potential customer base.

• The Aspirational Aura: Here’s where AG1 clinches it. They've tapped into the 'Instagrammable' trend. Making your morning greens isn’t just a health routine; it’s a visual delight. When users snap their green-filled clear bottles and share them, they're not just showing off a product. They're sharing a vibe, a mood, a testament to their healthy choices. AG1 has not just sold a greens powder; they’ve packaged and sold a feeling. It's more than just nutrition – it’s a badge of honour, a daily dose of self-love.

Screenshot taken from AG1’s tagged photos on Instagram

The Flip Side: Nutritional Skepticism

Contrary to what you might think, I’m not anti-supplements. Although, during my clinical training in Dietetics, the scene was quite the opposite. Want to know what we were taught? "Supplements are the answer only if you're deficient, or under certain medical or dietary circumstances." Oh, and a big shoutout to Vitamin D - because, let's face it, we all need a dose of that.

But as I transitioned from a clinical dietitian to marketer, my perspective on nutrition began to shift. No longer tethered to the textbook definitions of my training, I was free to explore my personal beliefs about health and nutrition – ones that weren't necessarily always in line with mainstream teachings.

Let's skip the rant about flawed food systems, healthcare issues, and questionable government policies (that's a juicy topic for another day). The hard truth? Our foods today aren't packing the same nutritional punch as they used to. This means we’re eating the same foods but our nutrient intake is on the decline.

And let's talk RDA - the Recommended Dietary Allowance. Sounds fancy, right? But it's essentially the bare minimum of nutrients we need to, well, not fall apart. It's not the golden number to hit for optimal health. And here's another twist - everyone's "golden number" might be different due to individual needs.

So, should we all be taking multivitamins?

Is forking out £100 (cost for 30 days of AG1) every month for a multivitamin the secret to everlasting health? Well, if you're hoping for a one-word answer, sorry to disappoint. It's complicated.

While it's challenging to get the full spectrum of nutrients from food, I'm still a big believer in the power of a well-rounded diet. Here's my take: no pill can replace a diet rich in proteins, healthy fats, grains, nuts, legumes, fruits, and veggies. So before you open your wallet for supplements, take a good look at your plate.

Plus, multivitamin research is, to put it mildly, a mixed bag. For someone living on fast food and channel surfing, a multivitamin might be a game-changer. But for the fitness-conscious, spirulina-smoothie-drinking individual, the benefits might be minimal. The data is all over the place, with some studies cheering for multivitamins and others offering a shrug. Not to mention, a lot of these studies lack a diverse demographic, especially when it comes to long-term research on women.

So, before you make that purchase, think about where you're starting from and where you want to go. Nutrition isn't one-size-fits-all, and neither is health.

Proprietary Blend & Steep Price Tag

AG1 sure does talk a big game with its flashy list of over 75 nutrients, including everything from vitamins to probiotics and even some fancy-sounding things like adaptogens and plant extracts. But here's the catch: they're playing their cards close to their chest. While they parade the ingredient list, they're keeping quiet about the exact quantities of each. So while you're imagining a robust cocktail of nutrients, some of those ingredients might just be making a guest appearance in teeny-tiny amounts.

When we zoom in on the more intricate components like adaptogenic mushrooms, digestive enzymes, and herbs like ashwagandha and dandelion, the mystery deepens. How much of these are we actually getting? Are they sprinkled in generous, impactful doses or are they just there for some marketing razzle-dazzle?

Let's not forget the vitamin D3 story (add K2 to that mix). Despite its 75-ingredient song and dance, AG1 doesn’t include this crucial vitamin. In fact, it's sold as a separate entity. Side-eye moment? I think so. Then there's the essential Omega-3 fatty acids, another no-show in AG1's line-up. So, despite the grand nutrient tally, AG1 misses out on two of the heavy hitters that you'd need to shop for separately.

Now, the million-dollar (or should I say £100/month) question: is it worth the investment? Well, that’s a personal call. To many, shelling out £100 monthly might sound like quite the commitment, especially when you might still need to add a Vitamin D3 + K2 supplement and an Omega-3 to your cart. Your move, dear reader!

The Power of Placebo

Now, before I bid you adieu and leave you pondering over AG1's true standing—be it the nutrient-packed powerhouse it touts itself to be or merely a masterclass in marketing—I'd be remiss not to shine a light on the age-old placebo effect.

Research has time and time again highlighted the wonders of this phenomenon. Even without a genuine intervention, simply believing can sometimes make you feel the desired effects. It's a testament to the incredible power of the mind-body connection. If downing a scoop of AG1 gets you feeling on top of your game, thinking sharper, easing your gut, and charging into your day with newfound vigour, then who am I to knock it?

Recall our chat about AG1's clever spin on creating its own niche and selling not just a green concoction but an aura of enhanced well-being? Whether it’s the real deal or simply a placebo, if it's ticking your boxes and doesn’t bust your bank account—hey, you do you!

Cheers to whatever makes you feel your best.

I hope you all enjoyed my first article. My biggest regret thus far was not organising an affiliate discount for AG1 🤓 If you enjoyed this article, it would mean so much if you could make sure you’re subscribed, share with friends or colleagues, and leave a comment about whether you’re more or less inclined to try AG1. Or drop me a note about any topic suggestions on the intersection of wellness and marketing!