Premier Protein

Advertising • Art Direction

Premier Protein is lacking brand awareness. The solution? Create a brand voice through the most relatable health freak, inspiring people to make healthier, more tasteful choices.

Year

2018

Credits

Client: Premier Protein
Art Directors: Johanna Granlund, Lavinia Lurvink
Actor: Gaelan Mundorff
Designers: Johanna Granlund, Alexander Elmfeldt Rönnmark
Copywriters: Ian Blackley, Fredrik Svenson von Schreeb

Goals

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.