Today, people have a plethora of choices in the protein bar category ranging from the indulgent, to better-for-you, to the squeaky-clean ingredient profiles. We wanted to show people how Pure Protein fits into the category, as well as their busy and active life, with the goal of increasing brand equity and usage occasion among fitness minded snackers.


Fitness isn’t just about your workout, it follows you wherever you go. Even to that 4 o’clock snacking moment when you don’t want to undo the good.


So we gave people the 3 things to help them succeed (high protein, low sugar, great taste). Creating an ownable pneumonic device, we reinforced Pure Protein’s best combination, while showing how Pure Protein can fit right in with the groove of a fitness lifestyle