The challenge

Branding is storytelling and we thrive when challenged to find an emotionally compelling hook for a scientific story. The company’s adult nutrition team needed help sparking consumer engagement. Their new science and nutrition stories were fascinating but complex so had not been understood by consumers in testing.

Our approach

We set out to link science and lifestyle to engage consumers with innovative protein drinks. We looked closely at how consumers were talking about sport and fitness nutrition to develop conversation starting points. And we used language from the food and drink sectors to make it more accessible. A turning point occurred when we put a nutrition expert together with the scientists and our new language. Then we were able to re-frame the consumer benefits of the original nutrition concept in a much more powerful, relevant way.

The results

By creating different stories about the science of nutrition, we communicated the benefits of the science in a more thought-provoking way. Our team delivered two clear directions for concept development to engage consumers and bring to life the innovation behind the protein drinks. We created simplicity from complexity.

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You did a great piece of work for us on the protein challenge. Bringing lots of fresh energy and intelligent new perspectives to a project that we had failed to make progress with. Through your thought-provoking approach, we were able to dig down to areas we’d not considered before and shed light on obvious areas that we’d just not considered. You have a great ability to take on new areas, question, understand and piece it all back together that links the science and technical detail in a compelling way for the consumer.

Naomi Grant, former Head of Research and Development, Adult Specialist Nutrition, Consumer Healthcare, MaxiNutrition