AGENCY
Wendy DeWindt, EVP, Group Account Director
Justin Bilicki, EVP, Executive Creative Director
Kaely Egan, Associate Director, Strategy
Anthony Moceri, Creative Director
Alex Drukas, Creative Director
Laura Slywka, VP, Account Director
Jennie Hochthanner, SVP, Director of Motion Content
Simon Post, Art Director
Lucas Gustafson, Copywriter
James LaMoreaux, Art Producer
James Jakubic, Senior Talent Manager
Theresa Bland, Senior Business Manager
Michael Stark, VP, Managing Executive Producer
Jon Moshier, Senior Music Producer
Madeline Dowling, Senior Music Producer
Brittany Gietzen, Digital Producer
Adina Lipsitz, VP, Development Lead
Amy Bem, Production Designer
Paul Brown, Proofreader
Sharon Remington, Proofreader
Matt Sommerfield, Retouching Studio Director
Madison Colantone, Associate Project Manager
Felipe Cabrera, SVP, Group Strategy Director
EssenceMediacom
Impossible Objects
SUMMARY
The protein shake category was uninviting, leading to declining sales from a majority of exercisers rejecting the category.
Core Power's Champion Your Recovery repositioned protein shakes from fuel for bulking up to nutrition for healthy recovery. It tapped into the insight that recovery is universally needed and made recovery with nutrition as important as the workout itself.
Core Power was able to increase relevancy which lead to 48% growth in household penetration and 74% growth in sales.
