Spotify
Apple PodcastsIntroducing a new category
Leila discusses the launch of Opill as the first OTC daily birth control pill in the United States.
Road2Retail podcast
Leila Bahbah — Director of Marketing at Opill
Leila Bahbah discusses introducing Opill and establishing a new U.S. OTC category through consumer education, community building and partnerships. The conversation covers social media, campus outreach, paid media and the importance of clear positioning for a well-understood target user.
Guest
Leila BahbahDirector of MarketingOpill
Watch the interview
Watch on YouTubeAbout this episode
Bringing Opill to market involved introducing a brand while establishing a new OTC category in the United States. Leila discusses that work and her own move from food marketing into consumer healthcare. The conversation includes community building and partnerships with the WNBA and Unrivaled.
Consumer education is a recurring subject. The episode covers using social media to address misinformation with medically accurate information, programs near college campuses and other gathering places, and a paid media plan across the consumer journey. Leila also discusses clear product-benefit positioning and knowing the target user well, alongside her interest in Crocs’ brand-building work.
Topics covered
Communities and partnerships
The conversation includes partnerships with the WNBA and Unrivaled.
Consumer education
Social media and outreach near campuses are discussed as ways to provide accurate information.
Positioning and paid media
The episode connects a clear benefit and target user with the brand’s broader media plan.
Episode sponsors
The Emerson Group
A CPG partner with expertise across retail channels.
Eagle Labs
A manufacturer of consumer healthcare products.
Go To Market Strategy
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