think! Protein Bars
How think! can redefine strength in today's society:
Today strength is encompassing so much more than physical strength but also incorporates mental strength to get through not just your workout but life.
Proprietary Information for viewing use only | The Escape Pod | Four Weeks | New Client Pitch | Strategy | Real Client Work
TLDR
Overview/Mission:
Opportunity:
think! is a company that is all about eating well, living well, and feeling great. Their products can be found in grocery stores all around the U.S.
It was started by Lizanne Falsetto, a female entrepreneur and single mom always on the go. They are all about achieving your goals, no matter what they are.
My Role:
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Conducted quantitative and qualitative research: survey development & analysis, taste tests, one-on-one interviews with protein bar eaters, social listening, and database research/analysis
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Crafted the new target market "Protein Seekers" through research learnings
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Helped to uncover the opportunity and insight that helped craft the strategic direction
With an overcrowded protein bar 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 to step up and be a redefine strength in a stale and outdated category.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! is 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. We wanted to define strength as not just getting through your workout at the gym but the strength to not only get through life but reach your goals. This means strength isn't just about how much you can lift but how you handle everyday life, relationships, and growth both personally and professionally.
Strategy:
Insight:
The high protein bar for all the strength you need
think! can own this space simply because it's in the name.
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.
This aligns with think!'s brand truth — origin story, name & 20g of protein give think! permission to own this white space.
We asked our target market, Protein Seekers, if they would be interested in a high protein bar that improves not just physical but mental health and 87% said yes!
Diving into the protein bar category we saw what is happening and how it isn't connecting with "Protein Seekers"
The Current State of the Protein Bar Category
Purchasing is functional and last minute
Delicious Taste
Protein Count
Affordability
Why are people buying Protein Bars?
Current Target:
think! buyers are aligned with the conventions of the protein bar category and the category as a whole is outdated.
1. Skew more female, are very highly educated with high HHI
2. Focused on how they look physically
3. Goals are focused primarily on fitness
4. Don’t like to take risks or try new things
One Dimensional Messaging:
All About Fitness
Current messaging and advertisements in the category set the bar for a seemingly unattainable lifestyle of being extremely fit and in shape
Lacks Meaning: Protein is Just A Number
High protein in the messaging and ads are often portrayed as just a number, with little significance as to what that number does or the benefits.
Unrealistic Flavors
The flavors look and sound “too good to be true” with most of the flavors not actually tasting like birthday cake, cinnamon rolls, and more.
Disconnected from Culture
Part of a narrow conversation,
heavily focused on getting physically stronger
We wanted to give 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.
Our Target: Protein Seekers
Evenly skewed
male and female
Aspire to
get ahead
Care about
social status
Look beyond goals of
fitness and health
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:
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.
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.