CLEAN LABEL ✦ VEGAN ✦ NO PILLS ✦ TASTES LIKE A TREAT ✦ ONE POP A DAY ✦ CLEAN LABEL ✦ VEGAN ✦ NO PILLS ✦ TASTES LIKE A TREAT ✦ ONE POP A DAY ✦
04 · Macro Strategy
The forces shaping the campaign
PESTLE, condensed. Tap a dimension to expand what it means for Nutripop — and the tactic it unlocks.
05 · Competitive Landscape
Direct & substitute rivals
Not just same-category gummies — also everything people buy instead to solve the same problem. Hover the map.
Share of voice — how rivals show up
Relative social presence across the category.
Our differentiator, quantified
Nutripop vs the substitute set across key decision factors.
NutripopSubstitutes avg
05 · B · Seven-point audit
Rival by rival, the seven decision factors
The brief asks for more than a logo wall. For every rival we map 1 target audience, 2 creatives,
3 communication goal, 4 channel choice, 5 media spend, 6 inferred strategy and
7 the gap we exploit. Hover any card.
Vitamin gummies
Direct rival
Rival set
DM own-label, Bear-style and Happy-style fruit gummies
1 · Target audience
25–40s routine-driven health managers, very often parents
2 · Creatives
Soft candy-coloured stills, jar close-ups, oversized ingredient call-outs
3 · Communication goal
Sales-led — shelf conversion and e-commerce clicks
4 · Channel
Instagram + Facebook first; TikTok adopted late and lightly
5 · Media spend
Heavily owned + promotional ads; creators used occasionally, not structurally
6 · Inferred strategy
Lower the trial barrier with “tastes like candy” — yet stay inside the supplement frame
7 · Gap we exploit
Their voice says “family / health aisle”. Our audience speaks in trends, humour and aesthetics.
Vitamin pills
Substitute rival
Rival set
Tablet and capsule multis, pharmacy and drugstore lines
1 · Target audience
Efficacy-first buyers, gym and discipline-driven consumers