Your Portion of Power
MELKUNIE PROTEIN
Product Positioning, Integrated Campaign
2018
In one of my few 100% Dutch national campaigns, I’ve helped re-introducing a power packed protein drink to millennials in the Netherlands. We turned the drink into their very own personal motivator - Your Portion of Power -, tackling the ever growing trend of bootcamps & group exercise and owning the insight that most of us just need a little extra motivation to work out in between all the other better things we can choose to spend our time with.
We positioned the product as the perfect snack to own your workout when energy levels and motivation are low. “Your portion of power” (jouw portie power) was the claim we’ve created.
We ran a TV commercial during prime time in major Dutch channels and a bunch of social ads & billboards around the country.
We got a 98% increase in searches for the product in comparison to the year before. 3 million online video ad views. And 27% increase in sales during the campaign period. Now, that’s pretty powerful.
Role:
Associate Creative Director (Strategy, Copy, Concept)
Agency:
DEPT