The benefits of protein are not well understood: protein is good for everyone, and whey protein is the undisputed “best”. When Upbeat came to us with their tasty high whey protein dairy drink, they were keen to launch to a mass audience. However, being a protein drink, it would traditionally be dismissed as the preserve of the bodybuilding and the gym-going fraternity. But protein isn’t just for those obsessed by muscle growth, but rather a necessary part of sustaining a healthy and busy life, as it supports your stamina through the day.
We were challenged to change the way people and retailers thought about protein and to launch this unknown brand from an unknown company, driving sufficient awareness and trial of the product, growing store listings and establishing it as the leader in a new category. Once launched, we needed to maintain momentum around trial, as this would be key to unlocking the wider distribution, which would then allow Upbeat to pave the way for this new “healthy drink” category.