As is often the case with leading brands, Optimum Nutrition (ON) began facing a serious challenge in its Southeast Asia (SEA) markets — a surge in counterfeit and grey market products. These unauthorized goods didn’t just threaten ON’s sales; they risked consumer health and eroded trust in the brand. To defend its reputation and protect customers, ON joined forces with Analyzen to create a simple yet powerful solution that would let buyers verify product authenticity before making a purchase.  

The Brief: Simple, Public, Instant 

ON’s requirements were clear: they needed a tool that was easy for customers to use, publicly accessible, and capable of instantly verifying the authenticity of a product. 

Instead of pushing for a mobile app, which often demands a heavy user commitment and can deter casual users, Analyzen proposed a lightweight, web-based verification portal. The result? A clean, single-page website that loaded in milliseconds. It was designed with localization in mind — each country had its own URL slug (like `/SG` for Singapore or `/MY` for Malaysia), and bilingual versions were rolled out where English wasn't the dominant language. Despite this regional flexibility, the back-end system remained unified. 

How It Worked 

Customers could scratch off a sticker on their purchased ON product to reveal a unique 9-character alphanumeric code. A QR code on the packaging directed them to the verification portal, where they could enter the code to instantly check if it was valid — and whether it had been verified before. Simple, direct, and effective. 

Beyond Authentication: Building a Brand Ecosystem 

Though the idea moved quickly from concept to launch, refining the platform took time. But once it was live, the authentication portal opened up far more possibilities than ON initially expected. 

Before this, ON had no direct digital interaction with customers at the point of purchase. Now, they had a channel to add value — on their terms. The first enhancement was a store locator to help customers find authorized retailers near them, which immediately boosted sales. Next came a contact form, allowing ON to collect verified leads for future marketing. Then came localized product pages, blogs, recipes for SEO, and even dynamic campaign sections for specific markets. 

Scaling Up and Out 

After a successful debut in Singapore, the platform expanded across Malaysia, the Philippines, Vietnam, and Indonesia. India soon adopted a similar system. In 2019, ON’s MENA region rolled out the solution across 13 countries, tailoring it for regional needs. By 2023, Taiwan and Japan also sought further optimizations, helping refine the platform into a smarter, leaner system. Thanks to ongoing tech upgrades, the platform remains ON’s frontline defense against counterfeiters. 

Results That Speak Volumes 

The impact was massive. ON’s brand trust and presence grew, especially in markets driven by e-commerce. More than 14 million unique verification codes have been generated to date — a clear indicator of strong and rising sales. Over one-third of those codes were actively verified by customers, and ON collected more than 300,000 unique customer leads. That’s not just engagement — that’s a pipeline for remarketing and long-term loyalty. 

The Big Picture 

What started as a simple verification tool became something much bigger: an educational platform, a trust-builder, and a growth engine. Analyzen didn’t just help ON fight counterfeits — they helped reshape its customer experience, fuel market expansion, and provide the insights needed to lead in a hyper-competitive landscape. 

Sometimes, the smartest innovation is the simplest one — executed with clarity, speed, and purpose.