Campaign identity, POS and advertising for USN

Launching a protein product for a new audience – the everyday athlete.

Challenge: USN aimed to expand beyond its core sports nutrition category and capture a share of the wider, mainstream market by entering the ‘grab & go’ segment. Critically, the new TRUST product needed to target a distinct audience: ordinary individuals leading healthy, active lives, as opposed to hardcore bodybuilders.

Solution: Through in-depth qualitative research, we gained a comprehensive understanding of this new audience’s motivations and desires. This insight led us to coin the term ‘the everyday athlete’. To effectively engage this demographic, we recognised the need to motivate them to embrace the challenges of their active daily lives. Playing on the inherent human need for trust and leveraging the product’s name, ‘Trust,’ alongside the desire to empower the audience, we created the compelling campaign line: ‘The Power of Trust’.

Outcome: The TRUST range successfully positioned USN to appeal to the ‘everyday athlete,’ providing them with the necessary ‘get up and go’ to achieve their diverse goals. Whether the motivation is getting fit, building muscle, or losing weight, USN Trust effectively communicates its power and relevance to this new, broader audience.