Creating a category leader
The go-to drink options within health and fitness are protein shakes and sports waters. The problem? Protein shakes are packed with calories. Sports waters tend to be high in caffeine and sugars but low in protein. But what if there was a protein drink that had the light taste of juice, was low in calories and high in protein? Our challenge was to redefine a stagnant market, hitting the market quick before larger brands would move into the space too.
We studied both the sports market and associated drinks. The research highlighted our target demographic were well informed about all aspects associated with health and fitness, yet they felt under-served by existing brands. As such we created the brand to be unashamedly direct, honest and 100% focussed on performance for instant recognition in this category. Enabling the company to secure 46 stockists in under 6 months.