Wellbeing Nutrition

At a time when the protein market was flooded with options, Wellbeing Nutrition enjoyed neither the stature of legacy brands, nor the recall of newer brands. Every new brand was also harping on the "cleanest" protein claim, which - we realised - would soon be the baseline. So, we decided to go after something else - we decided to position Wellbeing's protein as the lightest protein. Given the task at hand was to steal marketshare from existing players, the communication deliberately focused on educating protein users about protein-related bloating - something most whey consumers experience. Of course, we wanted to do this without it ever feeling like we were "educating" them.