DTC919: Goli Brand Breakdown

Good morning,

Founded in 2018, Goli Nutrition burst onto the wellness scene with its Apple Cider Vinegar Gummies in 2019, bringing digestion, immune, and weight-management benefits in a tasty gummy format.

The brand quickly expanded its lineup to include supplements like ashwagandha, SuperGreens, probiotics, and more.

By 2021, it was generating an estimated $438 million in sales, placing it among the top 25 supplement brands in the U.S. The following year, they became the top-selling brand on TikTok Shop.

Their success wasn’t just timing; it was smart positioning. Goli took a product with niche appeal and made it mainstream by merging health benefits with lifestyle branding.

We asked the Pilothouse team to take a closer look at how Goli’s Meta strategy continues to evolve, and what other CPG brands can learn from it. This is what they found:

Here’s what you’ll find in today’s DTC:

💊 Analyzing Goli’s Meta Ads
A look into the account of a mega CPG brand.

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✨ Brand Power Meets Performance: Lessons from Goli’s Meta Ads

1️⃣ Static Ad #1

This Goli ad does a great job of making the copy and offer stand out.

The bold white text on the red background makes the generous 40% offer pop, and also effectively highlights 24-hour shipping at the bottom.

The image of the product is centered and cleverly shows off the brand name on the label. They also include images of ingredients at the bottom so customers get a sense of the gummy flavor profile.

With so much category competition, strong brand recognition gives Goli a huge edge. The opportunity now lies in pairing that recognition with creative that deepens emotional connection and drives continued discovery.

💡 Pilothouse Tips:

✅ Add creative copy: We see a lot of CPG brands anchor everything to price or brand.

If you are a startup in the CPG space, exploring more creative copy can help you stand out.

Taking time to write a witty headline can distinguish your brand from the marketplace.

2️⃣ Static Ad #2

This horoscope ad is a clever twist on personalization, tying Goli products to a customer’s star sign.

The bold “Hey LIBRA!” header immediately grabs attention, and the product benefits are positioned clearly beneath.

It’s an interesting play, especially given Goli’s largely female audience.

What you need to consider: Horoscope messaging can feel cliché if overused, and recommending products based on signs rather than actual health concerns risks being perceived as gimmicky.

💡 Pilothouse Tips:

✅ Shift to owned channels: Instead of relying on paid media to deliver horoscope-style recommendations, collect birthdays at signup and push personalized offers via email or SMS. A “birthday bundle” or star sign-specific discount feels more organic in inboxes than in-feed.

✅ Test broader personalization hooks: Beyond horoscopes, test quiz-based ads (“Which Goli product is right for you?”) to connect customers with solutions to real health concerns.

✅ Layer in testimonials: Pair astrology with a quick customer quote (“As a Libra, balance is everything and Goli Immune helps me feel centered”). This keeps the angle fun but grounded in real results.

1️⃣ Video Ad #1

This video ad is a standout! 👏

The visual hook (wine glass upside down) is quirky enough to spark comments, and the creator’s high energy makes the product education flow naturally.

Using the TikTok comment reply format was also smart. It shows authentic engagement while tackling customer curiosity.

This ad shows Goli clearly understands how to meet audiences where they are. It’s playful, authentic, and scroll-stopping.

💡 Pilothouse Tips:

✅ Add captions + motion text: With so many people watching without sound, captions ensure product benefits land. Layering in bold, animated text also helps with retention.

✅ CTA placement: Close the video with a direct CTA on-screen (“Shop Goli Gummies today”) to drive conversions.

✅ Leverage sequencing: Retarget viewers of this video with shorter, punchier 6-second edits. Hook them with the upside-down glass again, but cut straight to the health benefits.

2️⃣ Video Ad #2

This ad has a strong visual idea (mixing liquids and foods is eye-catching), but the pacing lingers a bit too long before the brand integration.

By the time the product is introduced, viewer attention is likely gone, and the payoff doesn’t clearly connect the demo to what Goli actually does.

💡 Pilothouse Tips:

✅ Mention brand early: Mention or show Goli within the first 3–5 seconds to anchor the experiment.

✅ Tighten pacing: Speed up the cuts of liquid pours (keep the energy high!) Then tie the visual to a clear benefit (“All these foods can spike sugar. Goli helps manage it.”).

✅ Stronger product reveal: Instead of ending the clip with a shot of a messy bowl, close with the product hero shot and benefit claim.

✨ Conclusion

Goli has the advantage of strong brand recognition, but in a crowded CPG space, creative differentiation is critical.

Your best-performing ads balance entertainment with education, keeping viewers hooked while quickly tying back to real benefits.

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.