Premier Protein is thriving – the product is performing well, Sales teams are happy. However, the Premier Protein is lacking brand awareness with only 3% recognition and is subsequently misattributed. So we gave the brand a voice: Joe, a relatable coach dressed in 80’s activewear who’s prompting you to make tasteful choices in life. By using Joe, we get people’s attention — communicating in a fun, inviting way that you don’t have to be a health freak to drink Premier Protein. It’s not hard to make a tasteful choice.