Vital Strength
Vitalstrength is an Australian-based sports nutrition brand, known for high-quality, performance-driven products designed to support athletes and fitness enthusiasts in reaching their health and fitness goals.
Vitalstrength is an Australian-based sports nutrition brand, known for high-quality, performance-driven products designed to support athletes and fitness enthusiasts in reaching their health and fitness goals.
Content, Campaign Management
Role
Strategic Planning & Leadership:
Developed the phased communications approach, structuring the campaign to guide customers from initial awareness to consideration and purchase, ensuring content was strategically tailored for each stage of the buyer’s journey.
Planned and managed the always-on content strategy, designed to maintain consistent engagement with the audience and reinforce the Pure N WPI brand message across digital and physical channels.
Created clear and detailed briefs for the creative team, outlining key objectives, brand messaging, and asset requirements to ensure cohesive and impactful visuals aligned with both the new sub-brand and the overarching Vitalstrength identity.
Campaign & Content Execution:
Oversaw the production of assets across various touchpoints, including a series of animated videos, web banners, packaging, in-store displays, and trade marketing materials, ensuring all assets were on-brand and effectively communicated the product’s premium positioning.
Collaborated with team members to deliver high-quality, visually engaging content, balancing the need for brand differentiation within Vitalstrength’s established aesthetic constraints.
Collaboration & Stakeholder Management:
Acted as the primary point of contact for the client, keeping them informed of campaign progress and delivering updates on performance insights and key milestones.
Analytics & Performance Tracking:
Provided performance reports, sharing insights and recommendations with the client for ongoing content strategy refinement and future campaign planning.
Creative Direction & Brand Integrity:
Ensured that all creative assets were aligned with both the Pure N WPI sub-brand identity and Vitalstrength’s overarching brand image, reinforcing a premium and cohesive aesthetic across all channels.
Project Snapshot
Delivered a premium sub-brand launch for Pure N WPI, expanding Vitalstrength’s product portfolio
Produced animated video content, packaging, web banners, influencer kits, in-store and trade marketing assets
Introduced clear brand distinctions through a colour-coded system while maintaining brand integrity
Successfully coordinated internal teams to deliver campaign assets on time and within budget
Overview
Vitalstrength, a leading Australian sports nutrition brand, engaged our team to develop and launch a premium sub-brand, Pure N WPI. The objective was to create a distinct product line that maintained alignment with the parent brand, while establishing its own premium identity in a competitive space.
We delivered a full-funnel strategy across awareness, consideration, and purchase phases, including animated videos, packaging design, trade marketing, and influencer toolkits. The campaign needed to visually differentiate the sub-brand, communicate its premium position, and engage a performance-focused audience.
Challenges
One of the core challenges was maintaining consistency with the overarching Vitalstrength brand identity while ensuring the Pure N WPI sub-brand had a unique and eye-catching presence on the shelf. The creative direction was to achieve this distinction through colour-coded packaging, an innovative yet constraining approach. The task involved designing assets that would stand out and communicate the brand's premium nature while respecting these colour-based limitations.
Additionally, our team needed to execute a phased communication approach that effectively moved customers from awareness through to purchase. This required careful planning and the development of stage-specific content, including dynamic animated videos, social media assets, influencer briefs, and in-store promotions that aligned with the distinct phases of the consumer journey.
Outcomes
Successfully launched Pure N WPI into the premium segment, with seamless integration into the broader Vitalstrength brand.
Achieved strong engagement across digital platforms, including positive sentiment from customers and trade partners.
The distinct packaging and strategic launch approach elevated brand perception and positioned the sub-brand for long-term success in the sports nutrition category.
Vitalstrength Premium Sub-Brand Development and Launch
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