Unlocking a sharper strategy for Optimum Nutrition

Glanbia Performance Nutrition’s Optimum Nutrition is the world’s best selling sports-nutrition brand, but after 35 years it had begun to lose its clarity and edge.

There was clearly an urgent need for a programme to both re-focus the brand’s connection with its target users – and ‘sharpen’ its proposition.

We were asked to help the Optimum Nutrition team unlock insights about consumers’ motivations for exercising, their relationships with sports-nutrition products and to pinpoint the claims & proofs that would drive a greater emotional engagement with the brand.

Each consumer segment has very different personal goals … and their training programmes couldn’t be more different, but they all want to optimise their personal performance!

Even though many people were regularly using sports-nutrition … few perceived much difference between brands, or understood the critical ‘edge’ the best could give.

We revealed a huge opportunity to explain how the right sports-nutrition can amplify & enhance human effort!

Global brand proposition crafting