ROLE_

Creative Direction

Clear Whey RTD: The Protein Revolution was Myprotein’s US retail launch platform for it’s first ready-to-drink Clear Whey Protein: designed to break into a crowded protein beverage market by reframing what protein can be.

With low brand and category awareness in the US, the campaign focused on instant desirability and clarity at shelf, positioning Clear Whey as right-now nutrition: crisp, refreshing and powerful, without the heaviness or ritual of traditional shakes.

Built around the disruptive idea that “the revolution will not be shaker-ized,” the work highlighted the product’s key USPs: 20g juicy protein, just 80 calories, added electrolytes and zero prep – using bold, confident messaging and highly legible visual systems.

The platform was engineered to drive trial through single-unit, on-the-go purchase moments, scaling across OOH, digital, social, retail fixtures and Walmart PDPs to ensure maximum cut-through during a critical 104-store Walmart trial.