Opella Raids FMCG Playbook, Giant Co. Redesigns for GLP-1 Users

Opella is tearing up pharma-style media strategy and replacing it with FMCG brand-building — and The Giant Company is redesigning its stores around GLP-1 drug users. If you sell supplements or functional food, both moves are a direct signal for where your category is heading. In this episode: Opella, the consumer health company behind Dulcolax and Allegra, is rebuilding its media strategy around FMCG brand-building principles — investing in social, creator partnerships, and culturally driven campaigns rather than traditional pharma-style clinical advertising. A new study found that sleeping near Hinoki root essential oil — derived from a Japanese cypress tree — was associated with fewer nighttime awakenings and better morning alertness, with brain-wave data used to support the findings. The Giant Company has launched structured in-store tours specifically for customers using GLP-1 medications such as Wegovy and Ozempic, guiding them toward food and supplement choices suited to their changed appetite and nutritional needs. Leading US nonprofit hospital systems are opening dedicated longevity clinics offering personalised health assessments, advanced biomarker testing, and supplement recommendations at price points ranging from $5,500 to $45,000 per programme. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily