Launching & Marketing a Product During a Pandemic

Intro

In today’s episode of Hashtag Influencer, Sherri gets the global perspective from Barak Orenstein of Else Nutrition, the new plant-based company winning high marks from parents looking for a healthy alternative to traditional baby formula. Despite launching midway through a year of global pandemic, the company has shot out of the gate. Barak, who is Else’s global director of marketing, shares his insights from years as a marketing and content leader in both Canada and Israel, including a breakdown on how Else’s marketing strategy shifted and adapted to a marketplace upturned by Covid19. The short answer: Micro- and macro-influencers have been a secret sauce, driving double-digit market growth and setting the stage for retail and geographic expansion heading into 2021. It doesn’t hurt that – beyond parents thrilled to have a healthy, co-friendly option -- Else’s “satisfied customers” are adorable babies whose telegewnic media snippets are crowd-pleasers no matter the social platform!

Key Takeaways

• Barak’s journey as a marketer.
• Started out in Canada on behalf of products like L’Oreal and Evian.
• Shifted gears and relocated to Israel to direct marketing and communications for SodaStream and AHAVA.
• His latest venture: Else Nutrition.

• What is Else Nutrition all about?
• Reshaping early childhood nutrition with plant-based food options specifically for babies and toddlers.
• “There are many plant-based categories for adults but what about babies and toddlers? What about our most vulnerable?” (2:53)
• Product grew out of seven years of R&D dedicated to delivering the full array of nutrients essential to developing infants and children.
• “It’s the first real alternative to dairy and soy in terms of formula … a next-gen alternative reimagining things.” (4:04)

• Why parents choose the plant-based lifestyle for their children.
• Two core markets:
• Families already committed to a healthy, earth-friendly lifestyle.
• Families with children who have food allergies.
• “It’s being perceived as the Netflix or Airbnb of the baby nutrition industry.” (5:33)
• Great reception from parents who welcome a clean, plant-based alternative to traditional formulas.

• The plant-based market is booming.
• Plant-based market is disrupting food choices across all sectors
• “Food is values and we believe that food is values and what people choose to give their children says a lot.” (7:00)
• Else launched in the United States & Canada in August 2020.

• Launching a new-to-market product in the midst of pandemic.
• Trust is a huge factor with an online-only presence.
• Moved into the marketplace with Amazon.
• Expanding into the wider storefront retail marketplace in 2021.
• “We’ve had an outpouring of requests from parents around the world. It’s a universal need.” (8:50)
• Adapted marketing strategy to Covid19 limitations, including:
• Digital platforms and a variety of micro-and macro-social media influencers.
• Public relations through traditional channels such as trade and consumer/lifestyle/parenting...