Reposition Protein as Everyday Nutrition with Cold CoffeeReposition Protein as Everyday Nutrition with Cold Coffee
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Akshika's avatar
Akshika Singh
• Jun 18
Most people still associate protein with gym culture and bodybuilding.
For this concept, I explored a behavioral insight:
People rarely forget their coffee habit — but often postpone nutrition habits.
So instead of asking consumers to build a new habit, I repositioned protein by attaching it to an existing ritual:
Cold Coffee.
The objective was simple:
Make protein feel like everyday nutrition, not fitness culture.
Spec email campaign created for The Whole Truth.
ClaudeGoogle DocscreativeaiflowBrand StrategyCopy StrategyEmail Newsletter Writing
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