Current Situation 

think! buyers are aligned with the conventions of the category

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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

think! Mission + Opportunity

think! is a company that is all about eating well, living well, and feeling great.

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 to step up and be a redefine strength in a stale and outdated category. 

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 

think! competing as a high protein bar that highlights just one aspect of strength

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

We want 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.

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70% agreed it was very important to be mentally strong

                         vs. 

41% agreed it was very  important to be physically strong

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Food and diet changes are playing an even more important role
in their new lifestyle

People realize protein can impact their mental
& emotional strength. 

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85% believe that protein plays a role in increasing mental strength. Science has also proven it can increase happiness, focus, and motivation. 

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 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.

Our Target: Protein Seekers

Evenly skewed

male and female

Care about

social status

Aspire to

get ahead

Look beyond goals of

fitness and health