A Vitamin Brand's Itty Bitty Billboards Want You to 'Start Small' With Healthier Living

DTC startup Ritual encourages baby steps over resolutions

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Go ahead and make those sweeping resolutions for 2020, like hitting the gym in beast mode seven days a week and going cold turkey on the drive-through. It’s good to have goals.

But the Ritual vitamin brand has two words for those of us who may be over-eager—and guilt-ridden—this time of year: Baby. Steps.

Execs at the female-targeted, direct-to-consumer wellness company know that change is hard. That’s why they’ve launched a campaign to shrink the issue down to (pint) size, putting up tiny yellow billboards with the tagline, “Start small.”

The idea is “to encourage everyday progress,” says Katerina Schneider, founder and CEO of the subscription startup known for its clear capsules and transparent glass bottles.



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