Description
At a time when the protein market was flooded with options, Wellbeing Nutrition enjoyed neither the stature of legacy brands, nor the recall of newer brands. Every new brand was also harping on the "cleanest" protein claim, which - we realised - would soon be the baseline. So, we decided to go after something else - we decided to position Wellbeing's whey protein as the lightest protein. Given the task at hand was to steal market share from existing players, the communication deliberately focused on educating protein users about protein-related bloating - something most whey consumers experience. Of course, we wanted to do this without it ever feeling like we were "educating" them. The manifestations of said bloating results in the human body becoming a sort walking-tooting orchestra onto itself. So, we decided to dramatise this problem with a fart-chestra - a looming band of wind instruments that would toot their trumpets every time someone broke wind.
