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Hey, good marketer!

 

I FINALLLYYY landed on a new (trademarkable) name for this newsletter.

 

Let’s just say… it’s something sweet, sticky, and very on-brand. 🍰

 

More on that soon (first week of December, to be exact).

 

For now, I’ve been thinking about how rituals (like your weekly scroll through this inbox) are what make brands memorable.

 

Which brings me to AG1, the wellness giant that just turned a bedtime story into a billion-dollar morning routine.

 

 

 

 

Every so often, a campaign hits you in the gut, and not because it’s loud or clever: but because it feels like home.

 

That’s what AG1’s new “Good Morning, Moon” campaign did to me.

 

It took one of the most universally nostalgic bedtime stories and turned it into a quiet ode to modern wellness a la grown-up comfort for a generation that now wakes up to cortisol spikes instead of cartoons.🤪

 

We’re more health-aware than ever, yet more overwhelmed than ever. And AG1 knew exactly how to speak to that: not with claims or charts, but with calm, poetic reassurance.

 

THIS is the kind of marketing that doesn’t scream at you to “buy this or else."

 

It simply just says, “you’re okay.”

 

 

The Origin Story: AG1 (originally Athletic Greens) started as a survival story, not a startup.

 

Founder Chris Ashenden created it out of a personal health crisis: his body couldn’t absorb nutrients properly, and he was desperate for a simpler solution.

 

What came out of that struggle wasn’t a product line. It was one product.

 

One scoop that replaced a cabinet full of vitamins.

 

That’s still the case today.

 

AG1 has refined its formula more than 50 times since launch—but it’s still one product.

 

That focus made their message simple, repeatable, and powerful:

 

“One scoop, once a day.”

 

Early traction came from trusted voices—Tim Ferriss, Rich Roll, Dr. Andrew Huberman (all these links btw go to AG1's pages featuring them!!)—the kinds of people who sell ideas before products. They weren’t pushing supplements; they were selling better mornings.

 

By 2023, under CEO Kat Cole, the brand rebranded to AG1 and expanded beyond athletes to “humans who want to feel good.” (Read: all of us.)

 

 

The “Good Morning, Moon” campaign is AG1’s coming-of-age moment.

Narrated by music legend Rick Rubin, it reimagines Goodnight Moon into a love letter to the mornings that ground us.

 

🎬 The Creative:

A short film shot in AG1’s signature green-and-cream tones, featuring adventurers, athletes, and artists. It’s quiet, cinematic, and surprisingly emotional—like wellness ASMR.

 

💭 The Message:

Morning rituals aren’t just routines; they’re acts of self-trust.
It’s not about what’s in the scoop—it’s about what that scoop represents.

 

 

🌐 The Website Experience:

AG1’s site deserves its own standing ovation. It’s the digital version of their philosophy: simple, confident, no wasted motion.

🤝 The Partnerships:
IRONMAN, the Association of Pickleball Players, Starbucks collabs, and influencer networks managed by The Outloud Group—all reinforcing that AG1 belongs everywhere a habit can start.

 

📻 The Channels:
Podcasts. Always podcasts. They didn’t buy ads—they bought trust (click to see recent sponsorships). I LITERALLY am hearing them on most major podcasts I listen to.

 

 

If you’re a smaller, category-defining brand trying to grow like AG1, here’s the playbook:

 

 

AG1 scaled on one product and one promise. When your offer is clear, your story compounds.
 

→ Complexity kills momentum; simplicity wins markets

 

AND BTW IT’S NOT too late to simplify. Not at all. Revisit what’s working/selling WELL for your brand… and make it your mission in 2026 to double down on that.

 

 

Their site is a guided experience, that also just happens to sell... Again. Incredibly simple.

 

→ If your web experience doesn’t feel like your philosophy, it’s time to rebuild.

Sell the ritual, not the product.

 

People don’t crave greens (not a shot in hell lol) – BUT they DO crave consistency. And living a long and healthy life.

 

→ What’s your version of “one scoop, once a day”? That single, repeatable promise you can make (and deliver) so consistently it becomes culture, not marketing.
 

 

The rebrand to AG1 wasn’t cosmetic, it was EMOTIONAL.

 

→ Update your visuals when your vision outgrows your first chapter.
 

 

“Goodnight Moon” was not random (and I would have killed to be in that think tank who came up with it – betcha they were millennials).

 

→ Borrow from shared memory to build immediate familiarity. WHEN PEOPLE RECOGNIZE THE STORY: they're more likely to believe that they belong in it. 

 

[Mic drop]
 

 

AG1 didn’t build a billion-dollar brand by being everywhere and everything to everyone all of the time.

 

They did it by being the best at one thing.

 

And maybe that’s the real takeaway:

 

→ Graza: “Nice Wine” Drop Leave it to Graza to make olive oil’s cool older cousin. Their limited-edition Nice Wine collab feels like the perfect seasonal flex—fun, fruity, and made for hosting (not me buying a few bottles already). It’s smart brand adjacency: a natural extension of their table culture without feeling forced. I LOVED their BTS on social for this, too. (Also. The landing page and the label: SO GOOD!)

 

→ Eloise x Stoney Clover Lane If Christmas nostalgia had a pink passport, this would be it. The collab blends OUR BELOVED Eloise’s whimsical chaos with Stoney Clover’s sparkly grown-up playroom persona. It’s genius timing—nostalgia meets gifting season—and proof that when you build strong brand worlds, your collabs can basically print joy (and moolah). P.S. if you’ve been here long enough, no, I have not recovered from failing to snag any of the Dunkin’ collab items.?

 

→ The Owl Pub’s marketing team: This one had me cackling. It’s a perfect parody of the classic “we need more content” boss moment and filmed with juuuuuust enough sarcasm to feel painfully real for anyone in marketing. Proof that sometimes the most relatable social strategy is just calling out the absurdity of our jobs LOL.

 

 

👑 A guide to owning intentional IMbalance – this episode of Agency Darlings ft. Amanda Goetz (Author of Toxic Grit) helped me feel bit less alone in building a company + being a mom + taking care of my team + allllll the things

 

✈️ Ari Murray (of Go To Millions, the newsletter) came on MAPPED OUT™!! Best believe I took notes. If you're at all interested in growing a newsletter in a big way, you'll wanna listen in (and to our follow up episode, where Aurrie & go innnnn on building our own)

 

🏡 Just a multi-passionate girly over here trying to figure out how I can better monetize my real estate investments; this episode has me HOOKED on the secret sauce of successful short-term-rentals