Martin Homent
Idea—

Optimum Nutrition

Brand

Gold Standard is the world’s number one whey protein. But to maintain the number one spot and grow the sales of protein in Europe, we needed appeal to disrupt and invite new users in. And to do this, we needed to overcome the myth that protein bulks you up.

Idea—

Idea—

While the convention of sports brands was to focus on psyching yourself up pre-workout or the performance itself, the idea, ‘becoming your best starts when you stop’, focuses on the end of a workout—when most people do nothing. But by recovering with protein, you can repair muscles and improve next time.

Online films—

Online films—

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Social—

Social—

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Retail—

Retail—

Impact—

Impact—

Product performance was greatly improved with sales increasing 9.9% and social media engagement was up by 38%, with a reach of 45m (across Europe).

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