Taking athletes to the next level

Optimum Nutrition

The Gold Standard Zone

CHALLENGE
Awash with imagery of body builders and a fairly aggressive tone of voice, the confusing category of sports nutrition (unsurprisingly) gives the impression that it’s only for those who want to gain muscle mass. Good for the growth of body builders, but not good for the growth of the brand.

IDEA
To build on an already successful business, we developed a strategy to help Optimum Nutrition disrupt the category and broaden their audience to a wider spectrum of athletes who can benefit from their products.

Our first campaign, Reach for The Gold Standard Zone, brought to life the drama of that moment when you’re performing at your highest level – taking what it is to be ‘in the zone’ to the next level when your body is as well prepared as your mind.

WHAT WE CREATED:
• Disruption® strategy
• Campaign idea
• Film & photography
• Digital & social content
• Bespoke Amazon storefront
• On-pack promotion
• Point of sale