Rebel Wilson, the Australian star of Bridesmaids, Pitch Perfect and Jojo Rabbit, garnered global headlines in 2020 as she embarked on a year of health.
Over the past 12 months, the 40-year-old actress has lost 32 kilos and her now svelte figure is the centre of attention in the new ad campaign for Olly, the US vitamins and supplements brand.
Wilson has been appointed the 2021 celebrity ambassador for Olly and has long been a fan of such core products as – The Perfect Women’s Multi, Goodbye Stress, Active Immunity Berry Brave and Restful Sleep.
Unilever acquired Olly in April 2019. The San Francisco-based company with its functional foods, gummy supplements and beauty-from-within products slotted into two of the multinational’s major divisions – beauty and personal care and foods and refreshments.
Founded in 2014 by entrepreneur Eric Ryan, Olly products are now stocked in 25,000 locations in the US, including major retailers such as Target and the CVS drugstore chain. Available online in Australia, the brand also launched in selected Asian markets in the first half of 2020, including Singapore.
Unilever has tackled the supplements market before with varying degrees of success. In 2000, the personal care giant bought SlimFast, the meal replacement brand and on-sold it to the venture capital firm, Kainos Capital, in 2014. In Europe, it launched the Dextro Energy brand, a range of drinks and bars.
Olly is a different kettle of fish, though, and is a proven performer in the fast-growing health and well-being space, which has been accelerated by the Covid-19 pandemic. Unlike other new entrants in the well-established vitamins and supplements category, the company is firmly focused on bricks-and-mortar rather than online sales.
The Olly,Set,Go campaign with Rebel Wilson is aimed at Millennial consumers and can be accessed across TV, online video, digital and audio.