Inside Overdrive's bold plan to make fentanyl test strips and drug safety cool

With the launch of Overdrive, serial entrepreneur Brian Bordainick aims to destigmatize harm reduction and drug safety.

The new harm reduction and drug safety consumer goods brand offers fentanyl test strips in elegant packaging tailored to the target audience of young adults between the ages of 18 and 30.

The launch of Overdrive comes as the U.S. is suffering from the so-called “fourth wave” of the decades-long opioid epidemic that has claimed the lives of millions of Americans.

According to the most recent available data from the Centers for Disease Control and Prevention, there were 107,941 overdose deaths in 2022 and 106,699 in 2021. The introduction of fentanyl has been a major reason for the recent increase in overdose deaths.

Katie Beck Sutler, managing director of strategic operations at Brand New Holdings, said Overdrive is taking a content-driven, lifestyle branding approach to launching its drug safety product and eliminating decades of stigma surrounding drug use in America.

Ahead of Tuesday's launch, the company spent six months building strong content and a social media presence to create brand affinity with the target audience, she said, before introducing its fentanyl test strip product as a natural extension of the already established lifestyle.

This was done through activation and in-person marketing efforts at extreme sports competitions and music festivals, events typically associated with increased risk for substance abuse, as well as through a concerted digital and social media campaign.

“We decided that it was not just about introducing [Overdrive] and said, 'Hey guys, here's a cool new fentanyl testing kit that will keep you safe,'” she said. “We've built a level of affinity and interest – now we're already in their Instagram and TikTok feeds. They're already seeing talent they follow interacting with us.”

The next step, according to Sutler, is to build consumer trust.

She said the brand is focused on making these safety tools accessible, visible and normalized to encourage their use and adoption.

This distinguishes them from other anti-drug campaigns and organizations that take a more clinical approach, which they believe has further exacerbated stigma.

Conversations with teens and young adults about drug abuse and the risks of fentanyl need to be started in a relatable way, she said, and not encouraged by stigmatizing certain people's behavior.

Bordainick is the co-founder of pimple patch company Starface and emergency contraception pill Julie, among other consumer health-focused companies. Sutler said Overdrive is also learning lessons from the success of brands like Starface in destigmatizing sensitive health issues like acne.

“We see [Overdrive] as something that fits someone's lifestyle,” she said.

Preventing deaths from overdose

Overdrive is another product on the market that health authorities hope can stem the tide of overdose deaths.

In March 2023, the overdose reversal spray naloxone was approved for over-the-counter use, but there is still much work to be done to ensure people have access to these products and know how to use them.

She said Overdrive is part of this broader “cultural reframing” of drug-related risks and aims to play a key role in normalizing conversations about harm reduction, a set of policies and practices designed to mitigate the negative impacts of drug use.

“The next bridge is building to say, 'We see you, you're doing crazy things. You like our crazy motorcycle videos. We want you to be safe. Make sure you take this with you [test strip] with you no matter what your weekend looks like,'” she said. “We believe the content and community work we've done will help us with the ultimate adoption and use of the product.”

Harm reduction has been a controversial topic in recent years.

Some praise harm reduction as an approach that prioritizes the well-being of people with substance use disorders rather than criminalizing their behavior. Others express skepticism about the effectiveness of needle exchange programs and supervised consumption sites.

Nevertheless, the Biden administration has taken steps to incorporate some harm reduction principles into its drug control strategies.

Overdrive's fentanyl testing kits are available online and through Amazon. Additionally, the brand has partnered with the nonprofit End Overdose and will donate 1% of sales in monetary and product donations.

She said there are plans for Overdrive to expand its product line beyond just fentanyl test strips to include other harm reduction tools for use in high-risk settings.

“We are a company that is trying to save lives, but we do it in a way that creates a brand that people love and ultimately use the safety products that go with it,” she said.