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

By extending beyond their core sports nutrition category and into ‘grab & go’, USN sought to gain a share of the wider, mainstream market.

Critically, TRUST targets a very different audience – ordinary people leading healthy, active lives (as opposed to hardcore bodybuilders). Through qualitative research we gained an understanding of the audience, their motivations and desires; we coined the term ‘the everyday athlete’.

To engage the everyday athlete we needed to motivate them to take on the challenge of their active, everyday life. A play on the inherent human need for trust and the brand name ‘Trust’, alongside the desire for the audience to feel empowered, we created the campaign line ‘The Power of Trust’. 

The Trust range gives everyday athletes the required get up and go to help them achieve their goals. Getting fit, building muscle, losing weight; whatever the drive, USN Trust packs the power.