Helping Optimum Nutrition Win On-The-Go
On-the-go is a crucial ‘battleground’ for performance nutrition brands.
Whilst Optimum Nutrition already had a presence in Protein Bars, they were frustrated that they weren’t performing as well as competitors.
The Glanbia Performance Nutrition team asked us to help them work out why …
Agile, Consumer-Focused Process
#1: Analysis
Optimum Nutrition’s products tasted great, but felt functional vs other protein bars.
We helped the team generate more engaging propositions, claims & pack designs to research.
#2: Co-Creation
We co-created the range propositions, claims and designs with core category users.
Even the keenest athletes favoured executions that maximised protein claims AND taste
#3: Solution
The proposition clearly needed to balance superior performance with great taste
Without over-promising on indulgence – or sacrificing their nutritional credibility!
Winning at Point of Purchase
The on-the-go protein bars’ ‘performance enhancement’ & ‘great nutrition’ story is now clearly communicated within Optimum Nutrition’s global ‘More of You’ campaign (which we also helped them craft) …
Allowing the SKU level comms and pack designs to focus on appetite appeal AND the ‘high protein claims’.
Outcome: A compelling proposition that leverages Optimum Nutrition’s athletic credentials + with a virtually irresistible new point-of-purchase presence.
Brand Renovation or New Product Development?
Whether you are aiming to make your brand fitter, or build a healthy innovation pipeline – we’ve got the tools & skills you need:
- Analytics & Insighting: To identify drivers, barriers & white-space opportunities.
- Analysis & Strategy: To unlock your brand’s equity & growth potential.
- Brainstorming & Concepting: To disrupt expectations & turn fresh ideas into compelling concepts.
- Qual & Quant Co-Creation: To fine-tune thinking & optimise your propositions.