Longevity Olive Oil
A resort brand's first physical product, and the first time the brand had to mean something to someone who wasn't buying property.
The challenge
Take WOW Longevity's olive oil from plan to launch. I directed it end to end, built the product site from scratch with AI-assisted development, and worked with the marketing team on search: classical SEO and AEO both, positioning the content to be picked up in AI-generated answers as well as blue links.
The insight
Read as merchandise, an olive oil is a gift-shop line: a margin on a bottle, and a logo somewhere it doesn't belong.
The timeline says otherwise. The resort doesn't open until 2029 and the entry price is six figures, so for the next three years the brand can be admired but not bought. That is a long time to hold interest with nothing to sell, and every month of it is a month someone forgets.
Olive oil closes that gap for €28, and does something a brochure can't: it makes the longevity claim a daily habit rather than a clinical promise. The membership structure, a hand-thrown bottle that isn't for sale and is refilled monthly, is what converts the purchase into a standing relationship. By the time suites are selling in volume, the brand has a list of people already practising the thing it sells.
The category, and the claim
The category it enters is also moving. High-polyphenol olive oil is the part of the market that is growing, on the back of a widening body of research into what polyphenols actually do. The market research turned up the gap: most oils sold on a health story do not clear the threshold the health claim is written against.
The EU permits one claim here, under Regulation 432/2012: olive oil polyphenols protect blood lipids from oxidative stress. It requires at least 5mg of hydroxytyrosol and derivatives per 20g of oil. Most extra virgin on a supermarket shelf does not reach it. This one is built to clear it and prints the number on the bottle, which is what turns a wellness claim into a regulated one.
A brand nobody can buy until 2029 needed something people could practise today.
What I made
The launch plan, the product website, and the search strategy behind it, built and shipped inside the launch window.
The site
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The proposition in one line: the first longevity oil that focuses on polyphenols. The harvest, lot number and terms stay pinned along the base of every screen.
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Two bottles, one oil. The Glass Bottle is for sale at €28 in the presale. The stoneware WOW Bottle is free with membership and never sold, which makes joining the only way to own one.
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The evidence, one claim per slide: heart attacks and strokes, oxidative stress, inflammation. Each carries its source, from PREDIMED to the EFSA-authorised wording.
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Read the back of the bottle. Supermarket extra virgin against WOW on four things a shopper can check, so the health story stays falsifiable.
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Drip, Drizzle, Down. Three ways into a daily habit, from warm bread to a 40 ml shot, so the oil gets used rather than saved.
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The mission in the brand's own voice: real olive oil as the oldest trick in the book.
Live
The product site is live, now taking harvest 2026 pre-orders, with reserved bottles shipped first.
The page carries the proposition end to end: the cultural claim, the product at €28, the membership hook, and the polyphenol evidence with its EFSA-authorised wording. The polyphenol count is stated for each lot, so the health claim stays checkable.