Overdrive Defense launched in September 2024, a first-of-its-kind lifestyle and CPG brand to destigmatize harm reduction and drug safety, to help people party safely, and lower the frequency of drug poisonings.
Overdrive is taking a new content-first, product second approach to the category and placing focus on an entertainment strategy versus a traditional social strategy. This approach to marketing and community building sets it apart from traditional harm-reduction efforts, offering an innovative, lifestyle-driven solution. Overdrive proposes a thesis that a clinical marketing approach or pushing abstinence will never change the minds or behaviors of those who use drugs. It creates culturally relevant, high-energy content and partnerships while spotlighting authentic voices to build community and trust, and spur safer drug use and partying. Overdrive has already partnered with over 30 creators to create content for the platform and built a community of over 100k followers in 7 months in the lead up to the brand’s launch.
Overall, Overdrive’s products and branding not only address critical safety concerns but also reflect a deep understanding of its audience. The brand specifically addresses gaps in the market where existing solutions fail to resonate with its audience, and is focused authentically reaching those that live the hardcore party lifestyle. By combining a lifestyle-focused spin on branding and a content-driven approach, Overdrive is making a lasting impact on both consumer behavior and the broader harm reduction movement. The brand’s success is evident in its growing customer base, social media engagement, and positive reception within the community.
Overdrive launched in September 2024 as a first-of-its-kind lifestyle and CPG brand to destigmatize the harm reduction and drug safety category, help people party safely, and lower the frequency of drug poisonings and death.
Overdrive is taking a content-first, product second approach and placing focus on an entertainment strategy versus a traditional social strategy. The brand proposes a thesis that a clinical marketing approach will never change the minds or behaviors of those who use drugs, but these tools can help save lives. It creates culturally relevant, high-energy content and partnerships while spotlighting authentic voices to build community and trust, and spur safer drug use and partying.
Overdrive recognizes that existing, highly-clinical products don't appeal to the community and aren't shifting behaviors. Overdrive designed its products and branding in-house to fit into party environments—by acknowledging that people are in environments where drugs are being done allows the brand to meet customers where they are and not alienate them.
The brand’s first product, Fentanyl Test Kits, debuted alongside Overdrive’s launch. The test strips are among the most sensitive on the market, offering 99% accuracy at 15 ng/ml. It’s also the only product on the market to include a purified water pouch to dilute substances for easy testing in party environments. The packaging, inspired by cigarette packs, is portable and familiar, featuring bold “Safety Orange” and a diamond tread texture—a signature design that blends safety symbolism with streetwear-inspired aesthetics. The testing spoon, with added devil horns, reflects Overdrive’s edgy branding while making the process approachable.
In October 2024, Overdrive introduced Drink Spike Defense, a 3-in-1 test kit that detects for all three of the major drink-spike drugs—GHB, rohypnol, and ketamine—in beverages. Unlike low-sensitivity alternatives, Overdrive’s kits boast 99% accuracy at 10 ug/ml. Its sleek packaging, featuring a bright blue color and diamond tread, furthers Overdrive’s lifestyle-focused approach.
By blending harm reduction with a bold, energetic vibe, Overdrive challenges perceptions and fills critical market gaps. Through innovative branding, high-performing products, and an authentic connection to its audience, Overdrive is redefining harm reduction.
Overdrive and it's launch were featured in a cover story for The New York Times Styles section.
Overdrive products are carried in 5,000 CVS doors nationwide.
Overdrive's instagram has amassed a 100K+ following in the lead up to the brand launch.
Overdrive has sampled it's Drink Spike Test with organizations ranging from the Clemson University Panhellenic Council and Goodnight Nashville, Jelly Roll's new establishment.