SmartyPants launched as the first all-in-one gummy vitamin with Omega 3s, redefining the category as a smarter, more approachable alternative.

Hyperbolic was the original brand partner for the strategic positioning of this new category, merging market analysis with a new smart brand aesthetic that powered all aspects of the launch across platforms—from out-of-home to digital and social. Hyperbolic was hands-on in shaping the original brand direction across packaging, labeling and display design, digital, and content. The brand grew into a multi-product, top-selling vitamin line nationwide at CVS, Vitamin Shoppe, Target, and Costco. In 2020, Unilever announced its acquisition of SmartyPants Vitamins, marking a major expansion into the premium health and wellness space.