1. Call attention to the current climate within the health and wellness ecosystem around delivering quick fixes with magic pills. Acquire emails. Drive awareness. Build anticipation and hype for the brand leading up to launch

2. Inject our call to action There is no magic pill into the vernacular of this industry utilizing a simple black hat with the phrase and our yet-to-be-revealed logo.

3. Seeded the hats to our founders first to drive awareness and personal connection to the message. LeBron kicked off the campaign by wearing the hat during the nationally televised press conference for the NBA eastern conference finals game 7 win against the Boston Celtics. The other 3 founders soon followed by posting selfies of themselves wearing the hats.

4. Immediately launch google ads directing people to purchase the hat at our microsite thereisnomagicpill.com where we captured emails

5. Few days before launch - drop teaser video connecting all four founders with there is no magic pill

6. Brand launch day- retarget our no magic pill email list to announce the launch of Ladder and redirect to weareladder.com

7. this phrase into the cultural vernacular through placement of the hat with our founders

8. Utilize a simple yet powerful vehicle for this: There is no magic pill written on a hat with our yet-to-be revealed logo.

11. reevto taskIn order to change the conversation surrounding the health and wellness industry

, we embarked on a pre-launch stealth campaign utilizing our brand messaging “There is no magic pill” on a simple hat.

with our logo minus wordmark strategically worn by our founders. We built a micro-site - www.thereisnomagicpill.com - that went live once he hit the stage. The site allowed us to capture emails, deliver some brand messaging and sell the very hat LeBron wore for $30.