How Ritual Is Marketing a Direct-to-Consumer Vitamin Brand in the Age of 'Pseudoscience'

Self-dubbed the supplement for skeptics, by skeptics

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

In the age of the wellness craze—often featuring health experts lacking classic credentials, DIY home medical remedies and somewhat extreme measures like juice cleanses—brands make bold promises using opaque marketing. Ritual, a direct-to-consumer vitamin brand that launched last year (and debuts its first major campaign this week) is betting on the opposite approach: Cold hard facts.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in