America faces a serious opioid crisis, with fentanyl, a powerful synthetic opioid, becoming the leading cause of drug-related deaths. While harm reduction strategies like Narcan and drug testing strips are gaining traction, adoption remains low due to stigma and traditional marketing approaches. Brian Bordainick, the visionary behind acne brand Starface and emergency contraception company Julie, is challenging the status quo with Overdrive, a new brand launching on Amazon today.
Overdrive aims to remove the shame around drug safety with stylish and accessible fentanyl test kits. Their first product, a five-strip kit complete with water packets and mini-spoons, allows users to detect the presence of fentanyl before using the drug, empowering them to make informed decisions about their safety.
“Our brand is intentionally trying to feel more like an energy drink brand and less like a sterile, medical brand,” says Ryan Weaver, the brand’s executive producer and creative lead. This fresh approach draws inspiration from the success of Julie, whose first commercial, written by comedian Esther Povitsky, resonated with a younger audience.
The launch on Amazon, an easy and anonymous platform, makes Overdrive accessible to a wider audience. Furthermore, Overdrive partners with the non-profit End Overdose, donating 1% of revenue to support their mission.
Bordainick emphasizes that a multi-faceted approach is needed to address the complex opioid crisis. “This doesn’t make what others are doing in the harm reduction community ‘wrong,’ but it does open the door to the fact that there is a diverse group of people being impacted by this crisis and we need to have organizations tackling this from their vantage points.” By combining innovative marketing strategies with a commitment to accessibility and community support, Overdrive seeks to empower individuals and combat the devastating effects of fentanyl.
