Case Study · Consumer Wellness CPG · Product Launch

A New Consumer Wellness CPG Category.
Redefined.

A first-time consumer brand entered drug store retail with no paid media, no digital spend, no social ad budget. The Avaans Media strategy tripled DTC sales and earned 434 million in audience reach during a new consumer wellness product launch.

Inc. Power Partner '23, '24, '25 Clutch Top Boutique PR — Los Angeles Independently Verified Client Reviews 100% Executive-Level Team Category Exclusivity — Always
DTC Sales Tripled › Drug Store Placement › 434M Audience Reach › 99% Visibility Lift › Bloomberg Coverage › 2 National Awards › Surgeon Inventor › Category Redefined › Executive Visibility › Bespoke Authority › Consumer Wellness Product Launch › DTC Sales Tripled › Drug Store Placement › 434M Audience Reach › 99% Visibility Lift › Bloomberg Coverage › 2 National Awards › Surgeon Inventor › Category Redefined › Executive Visibility › Bespoke Authority › Consumer Wellness Product Launch ›

Proven Outcomes

3X DTC Product Sales
434M Audience Reach in 6 Months
99% Brand Visibility Lift
2 National Innovation Awards

The Challenge

An Unknown Brand. A New Category. A remarkable inventor. No Paid Media.

An untested wellness product. A first-time consumer brand. A goal that required drug store retail placement and meaningful Amazon DTC velocity.

No traditional advertising. No digital paid spend. No social media buy to lean on. The category itself was undefined in the consumer mind, which meant authority had to be claimed before sales could follow.

The team came to Avaans new to PR and new to DTC e-commerce. They needed strategy first, then visibility built around it.

The Strategy

Authority First. Then Sales.

The product's inventor is a respected surgeon. We built a combined executive authority and consumer product campaign that turned scientific credibility into retail currency and raises awareness with household wellness cpg buyers.

01
Authority From Innovation
Paid, owned, and Earned Media all reinforced one message: this product belongs in daily wellness. The inventor's scientific credibility carried the brand into both consumer and trade conversations.
02
Awards That Move Retail
Innovation awards capture retailer attention faster than impressions. We secured two national awards for the inventor and the product, creating the proof points buyers needed to greenlight drug store placement.
03
National Earned Media
We placed the brand and the inventor with national journalists, including Bloomberg, Fox 26 Houston, Drug Store News, and Athleisure. B2B and B2C coverage worked together, lifting retail interest and consumer trust at the same time.
04
Strategic Content That Travels
Executive ghost-writing, op-eds, and consumer SEO content produced a steady stream of brand and founder elevation. Each piece served two audiences: the journalist deciding to cover the story, and the consumer searching for it later.

The Result

DTC Product Sales Triple.
Drug Store Foothold Secured.

Earned Media Placements

Forbes Drug Store News Fox 26 Houston Athleisure Magazine

National consumer and trade coverage built simultaneously: Bloomberg established business credibility, Drug Store News opened retail conversations, Fox 26 and Athleisure carried the brand into daily consumer life.

Avaans Means Advantage

Ready to Claim
Your Category.

Every product launch is a one-time opportunity. We work with a select number of consumer brands at a time. Find out if your launch belongs on the Avaans calendar.

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