Client
J4250 Management of Strategic Communication
Type of Work
Strategy and Account Management
Overview
We developed a Situation Analysis and Creative Pitch for Fairlife Core Power, a leading high-protein recovery drink. Despite the brand's success in the ready-to-drink category, our research identified a critical market gap: a perception that protein shakes are exclusively for "gym buffs" or professional athletes, which creates a barrier for the average active consumer. Through an extensive deep dive into consumer behavior and market trends, we developed a strategy to reposition Core Power as an all-day wellness tool. Our goal was to expand the brand's footprint beyond the post-workout ritual and into the daily lives of busy, health-conscious students and professionals who need high-quality nutrition on the go.
The Ask
How can Fairlife Core Power specifically target Gen Z consumers?
The Strategy
Pivoting on the human truth that modern recovery isn't just about muscles; it's about time and energy, we designed a strategy to meet consumers where they are. Our approach shifts the brand from an athlete focus to an everyday focus, emphasizing the Ready-to-Drink (RTD) convenience and real-milk nutritional value. By utilizing campus ambassadors and niching into daily rituals like morning commutes and late-night study sessions, we aimed to make Core Power a staple for "Dilligent Fuel Seekers."
Primary + Secodary Research
Our team conducted a 60-page deep-dive into the company, category, and competition, identifying Core Power’s primary strength as the leader in the RTD category. Our SWOT analysis highlighted that while Core Power is priced higher than powders, its convenience is its most marketable asset for Gen Z consumers. We also conducted eight in-depth interviews to explore the role of ready-to-drink protein products in the lives of Gen Z consumers. These interviews revealed that while participants juggle busy academic and career priorities, they view nutrition as the most vital component of their physical health and value products that offer both convenience and high-quality ingredients. Key takeaways highlighted a strong preference for chocolate flavoring and a reliance on recommendations from friends, family, and social media influencers when making purchasing decisions. Ultimately, the research found that consumers prioritize taste and transparency, often choosing Core Power because it provides a "better-for-you" nutritious option without compromising on a pleasant, milkshake-like experience.
Recommendation 1: The College Influencer Network
To build authentic awareness, we proposed a Campus Ambassador program similar to successful wellness brands like Alani Nu. By utilizing student creators on TikTok, we aimed to show how Core Power seamlessly fits into a "day in the life"—from powering through long lectures to serving as a quick snack for students running late for class.
Recommendation 2: Retail & Visual Strategy
We recommended a shift in retail placement, moving Core Power into cold beverage aisles and checkout end-caps. This visual cue reinforces the product as "real milk" best served cold and positions it as a "grab-and-go" solution for busy shoppers rather than just a supplement hidden in the fitness aisle.
Recommendation 3: Expanding the Use Case
Our campaign creative moved away from gym-only imagery, instead promoting that Core Power aids in all aspects of life. This included messaging focused on "saving time" and "recharging your day," intentionally using Gen Z representation to help the target audience see themselves in the brand's story.
In Collaboration with:
Prepared by: Claudia Hagen, Cole Lemasters, Laura Huckstep, Makenzie Glover, Morgan Kendall, Noah Grimsley and Sami Magee