It is all about the science. When anyone walks into the new Oros headquarters in Portland, Oregon, the first thing they see is the labs. The company’s most popular commercial does not feature attractive skiers swishing down a snowy mountainside; it takes place in a warehouse and stars a canister of liquid nitrogen. Partnerships are not with celebrities, they’re with institutions like the US Department of Defense (DOD) and NASA. When the Oros marketing team learned about a young girl’s desire to be an astronaut, they didn’t send her Oros swag, but arranged to send her to an astronaut convention.

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