think! Redefining Strength
*This is proprietary and confidential and cannot be shared publicly*
Today strength encompasses so much more than muscle and power it's encompassing mental and emotional aspects.
Who is think!
think! is a company that is all about eating well, living well, and feeling great. With an overcrowded category that has focused solely on protein as a number there's room for think! to step up and be a redefine strength in a stale and outdated category.
think! competing as a high protein bar that highlights just one aspect of strength
think! is the strength bar with more protein that boosts your physical, mental and
emotional power
Current Situation
Current think! buyers aligned with the conventions of the category
- Skew more female, are very highly educated with high HHI
- Focused on how they look physically
- Goals are focused primarily on fitness
- Don’t like to take risks or try new things
Strategy:
think! is the strength bar for all the strength you need
think! can step up to lead a protein bar
revolution by dimensionalizing strength and being a part of a cultural shift that is putting more importance on mental strength
We wanted make think! less niche and expand from our current buyers and connect with the Protein Seekers who aren’t buying HIGH protein bars on a regular basis:
There are 119M people within this sphere of influence and we segmented them into two separate groups:
1. Protein Newbies
They are looking for ways to live healthier, but aren’t currently buying protein bars.They need more education on protein before making it a part of their life.
2. Protein Seekers
They have had a protein bar in the last month, are on a health journey, and know
they need protein daily.
Had a protein bar in the last month. Actively seeking new ways to get their protein. Tend to stick to mainstream bars like Clif, Nutrigrain and KIND but don’t venture further.
Our Target...Protein Seekers
Evenly skewed
male and female
Care about
social status
Aspire to
get ahead
Look beyond goals of
fitness and health
Looking into the protein bar category showed what is happening and how it isn't connecting with Protein Seekers
Why are people buying Protein Bars?
Purchasing is functional and last minute
Delicious Taste
Protein Count
Affordability
We gave people a compelling reason to buy think!
The importance of mental & emotional strength throughout our culture is more prevalent than ever and think! is one of the first to address that in the protein bar category.
Protein Seekers are looking beyond just physical strength
An overwhelming majority of Protein Seekers agree
that having mental strength in their life is very important.
70% agreed it was very important to be mentally strong
vs.
41% agreed it was very important to be physically strong
Food and diet changes are playing an even more important role
in their new lifestyle
People realize protein can impact their mental
& emotional strength.
85% believe that protein plays a role in increasing mental strength. Science has also proven it can increase happiness, focus, and motivation.