Bringing limited time offers to life across a full brand ecosystem.

As a brand that wins on taste in their category, Premier Protein understands the importance of taste innovation beyond the expected flavors of chocolate, strawberry, and (yawn!) vanilla. Each year they release three seasonal limited-time flavors – Root Beer Float, Pumpkin Spice and Winter Mint. Root Beer Float is available during the summertime, Pumpkin Spice has become a fall staple and Winter Mint is the perfect way to start the holiday season.

Challenge

Flavor innovation has been pretty rare in the nutritional ready-to-drink shake category. All brands have basically reached nutritional parity and each offers standard chocolate and vanilla flavors - table stakes in the category. Premier Protein takes it to the next level with continuous flavor innovation, introducing fun, seasonal flavors that help them stand apart from the competition. Our challenge was to deliver a unique, high-impact way to launch and re-launch these LTO flavors.

Modern Consumer Insight

Consumers are often looking for easy ways to fulfill their nutrition needs and, let’s face it, the nutrition aisle can be a pretty bland landscape! LTOs are an exciting way to keep Premier top of mind and encourage loyalty with curious consumers seeking nutritional products that actually taste good.

Solution

We design our one-of-a-kind flavor launches to stop consumers in their tracks, creating whimsical “flavor worlds” unique to each LTO. We use fun visual cues to create playful environments that promise a transportive consumer taste experience. (Think mint leaves as snowflakes in a scene with mint ice cream snowmen!) Our memorable creative has become instantly recognizable to our fans - work they rally around and look forward to with each new release. With every launch we extend the creative across all branded touchpoints – paid, earned and owned. We leverage our social channels to post teaser content to drive excitement and pre-orders. Then, once we officially launch in stores and online, we bring the work to life across the ecosystem – website, Amazon storefront, social, email, influencer campaigns, PR, etc. – with both video and still assets.