Optimum Nutrition launched a new communications platform, ‘Proven’ in April 2019. Proven reflects Optimum Nutrition’s position as a global leader in sports nutrition and uses comments and reviews from real consumers and was brought to life through a combination of over 1,200 advertising, social media, digital and merchandising assets in over 30 countries around the world.
Featuring the entire Optimum Nutrition range and with a focus on Gold Standard 100% Whey, Proven ran 30 second and 15 second creative assets on digital channels in the US as well as tailored content and programmes with a number of key retail partners in the online, specialty and independent channels.
The campaign was also featured heavily in the activation of the England Rugby sponsorship for the UK market, with Optimum Nutrition giving consumers an insight into the post-match recovery shake of the men’s England Rugby team after the World Cup Semi Final.
Proven continues to evolve in 2020, with the addition of new creative assets to be executed in digital and social channels, a new series of education based video content and further integration with team and individual partnerships.