Rotem Sela's brand disappears after massive launch

Last week, an event occurred in the dietary supplement world: Rotem Sela, one of Israel's most influential media figures, launched 'better', a new dietary supplement brand in partnership with Yonatan Gal, CEO of Chemipal-Brands. Festive press releases were distributed to all media outlets, and the figures cited were impressive: three years of development and a reported investment of about 8 million shekels. However, the moment the marketing engine started running and the public did what every digital-era consumer does—opened Google and typed 'better Rotem Sela'—a glitch occurred.

Search results at the peak of the launch week yielded articles, a Wikipedia entry, and an Instagram page. The brand's official website? It simply wasn't there. There was not even a single paid search ad to capture customers with the highest purchase intent.

A simple scan of the site immediately reveals the problem: the most basic SEO work was not performed. The title of the home page was set as 'better+'—only seven characters, without the word 'better' in Hebrew, without 'dietary supplements', and without 'Rotem Sela'. Google did not receive any signal or context that the page is related to the queries the public is running.

The technical findings on the site reflect a series of digital failures: the vast majority of titles are too short, entire pages were left without a description, and some of the site's assets still contained default texts from Shopify.

Product pages were defined in cumbersome English such as 'Vitamin D Capsula', a phrasing that no Israeli consumer is searching for. Added to this is the domain problem: the brand is called 'better', on Instagram the name is 'better_byrotemsela', in articles it is written 'bettr', and the actual domain was purchased as 'betterr' with two R letters. Without a paid campaign that covers incorrect typing variations, every small typo loses a customer.

Even those who managed to find the site encountered rigid purchase barriers. The site imposed a minimum order of at least two items (about 260 shekels), while free shipping starts only from 349 shekels. In a category based on initial trial and building trust, blocking the option to buy a single product is a strategic error.

In addition, the most important economic engine of D2C brands in the supplement field is missing: a recurring subscription mechanism (Subscribe & Save). Instead of generating recurring and automatic income from regular customers, the site only offers time-limited packages.

Signs of haste and meeting the deadline are visible in every corner of the site, from spelling errors in the home page titles (Gummeis), through sections forgotten under the name 'Check', to uncoordinated pricing for Gummies products.

The bottom line highlights a marketing miss: demand was created, public interest is at its peak, and searches are raging, but the digital infrastructure does not exist to capture the customers—not organically, not paid, and not in the shopping experience. While the basic fix of writing a correct title and updating it in Search Console requires a few minutes of work, the damage to brand trust in the launch week has already been done. A strong brand is built not only from media noise, but from the infrastructure that receives the customer.