Challenge

The brand launched a highly innovative sports nutrition pre-workout product, but it flopped. In an attempt to be innovative, they shied away from classic ingredients. What the brand failed to consider was that sports nutrition consumers expect to see certain ingredients in their products, more so than other categories, and when they were presented with a product with totally novel ingredients, they passed, despite the ingredients being backed by significant science.

Insight

CPG Radar social listening revealed that consumers expected familiar classic sports nutrition ingredients for this product type, and the formula had strayed too far.

Solution

Using Signals, the brand reformulated with classic components and layered in synergistic differentiators.

Impact

Delivered a stronger relaunch plan in weeks, not months. CPG helped the brand realize that strong science does not mean consumers care.