Sorry kids. Not all products are created equal. ❄

Well, I’ve ended up with a magnesium addiction. And not just me, my family has as well.

I’ve recently been doing some transformation work with the amazing team at Metagenics. You probably know them from their consumer brands of Ethical Nutrients and Inner Health.

As part of the welcome pack, they sent me a box of their most popular products. One standout? Mega Magnesium—their flagship supplement for muscle pain, stress reduction, and better sleep.

In the interests of product immersion, I trialled it before bed every night. I had the best sleeps. Then, I got Sarah onto it. She was knocked out too - the only downside is that Sarah loves discussing her dreams with me. In detail. Every morning.

We were no longer trialling. We were dependent. And this was fine… until the supply dried up.

Desperate for my next fix, I went back to order more. When I explained to the team that I am loving Mega Magnesium for sleep, they explained that I actually need Mega Magnesium Night for a sleep-focused solution. And I should consider Magnesium Powder for post-workouts. And Calm Care for the kids.

And that, my friends, is the Hero Product Strategy in action.

Mega Magnesium is their hero product- it solves a clear, widespread problem. They promote it heavily. And it got me in. But it also opens the door to more targeted solutions for different needs. It’s brilliant. And I’m hooked.

We recently had Lauren from Motto Fashions on the pod, and she said their business skyrocketed after they nailed this approach with one of their dresses:

“We just absolutely smashed it. Like, every single person we could get our hands on. As many celebrities as we caught. As many article write-ups as we could. And that was all we focused on.”

Why do hero products work?

They force you to craft a clear, compelling story that’s easy to repeat. For customers, they simplify decision-making and build trust fast. And once they’re bought in? Upselling becomes much easier. It feels like a natural extension of the relationship, not a sales push.

Nike = Air Jordan’s. McDonald’s = Big Mac. RM Williams = Craftsman Boot. Ultra Violette = Queen Screen. Glossier = Boy Brow. The Oodie = Oodies. Bunnings = Sausage.

You get the drift. By becoming the brand for one thing, you unlock the door to everything else.

So, here’s a question: Do you have a hero product? And if you do, is it famous enough to get customers lining up at your door?

If the answer doesn’t come easy to you, I can help you sleep on it.

Cheers
Bushy

ECOMMERCE NEWS

👯 Amazon’s Latest Haul: Temu, But Make It Amazon
Amazon has officially launched its Temu competitor, Haul, in the US this week. It’s a separate experience from the usual Amazon marketplace and is exclusively available via the mobile app. Items are capped at $20, free shipping kicks in at $25, and delivery takes 1-2 weeks since everything is imported. My feed is filled with cheap mobile phone cases, chopsticks, and skipping ropes. Even if you’re in Australia, you can sneak a peek via the Amazon app using this QR code.

🛒 Coles’ Smart Trolley Tech: Sell More, Suck Data and Self-Checkout
Coles just announced they’ll be the first retailer in the Asia-Pacific to roll out Instacart’s smart trolleys. The trolleys allow customers to scan their items as they go, direct customers towards specials and self checkout. This will “save time, manage their budget and checkout faster”. One special feature is the ability to ‘spin and win’ with Flybuys when your cart gets to a certain spend. Aren’t we LUCKY?! Retail media, customer data, gamification and upsells are just a nice bonus addition obviously.

🎥 TikTok Generates Video For You Now
TikTok has added generative AI for video to its TikTok For Business accounts - including Australia. The new addition will allow businesses to generate video based on a URL or product description. No filming required. Using TikTok’s Symphony Creative Studio, you can also generate a virtual avatar who can deliver a script on your behalf. The question is, if an influencer is influencing a bot, is it still an influencer? It reminds me of this brilliant AI Grandma designed to keep scammers on calls for longer.

🏅 Google’s Top 100 Products: Fruitless Edition
Google just dropped its Top 100 Products of the year according to their search trends. Baggy jeans, retro bath towels, cowboy boots, pickleball sets, smart rings, ice cream makers and portable saunas all made the list. If this isn’t a Hero Product playground, I don’t know what is. Interestingly, there were three Google electronics on the list and no Apple products. Must be because Apple is such a common typo in search input.

🧙 Wicked Licensing, Wicked Problem
We’ve been talking licensing a lot on Add To Cart recently and the hottest licence in town is Wicked. From luggage to high heels to makeup to jerseys, it seems like everything is a Wicked opportunity. Spare a thought for the team at Mattel who had to recall their Wicked dolls after the wrong URL was printed on the box. It led to a very, very wicked site for young children.

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Nathan Bush is an independent Australian ecommerce transformation consultant, with expertise in marketing, technology, and team leadership. If you're looking for fresh ideas, facing key decisions, or implementing significant investments, I'd love to work with you. Learn more and get in touch.