Bringing ‘Truth in Numbers’
to the protein bar category.
Consumer research revealed that protein bar consumers made purchase decisions based on the nutritional information on the package. So, we made the Truth in Numbers campaign that brought the information on the back of the package to the front.
BRAND STRATEGY • BRAND ID • PACKAGING • CREATIVE DIRECTION-ART DIRECTION • DIGITAL ADVERTISING • SOCIAL
OPPORTUNITY: Protein bar consumers prioritized nutritional information in their purchasing decisions, but existing packaging didn't highlight this effectively. And the existing branding was dated and bland.
SOLUTION: We launched the "Truth in Numbers" campaign, shifting nutritional information to the front of the package to directly address consumer priorities, while modernizing the branding and incorporating clear flavor cues.
PACKAGING EXPLORATION: Our initial instinct was to create dynamic packaging that exuded energy and emphasized flavor. However, consumer testing revealed a preference for a more straightforward and clean design. This insight led us to develop packaging that clearly presents nutritional information upfront, aligning with consumer priorities while maintaining a modern aesthetic. I personally love a lot of the work left of the editing room floor.
