Optimum Nutrition, the sports nutrition brand owned by Glanbia Performance Nutrition (GPN), released a global communications campaign on 4 March titled ‘Unlock More You’ and showcasing how the product helps unlock sporting moments of achievement and celebration.
Developed in partnership with creative agency TBWA (Dublin), which was appointed as Optimum Nutrition’s global brand agency in 2023, the multi-channel marketing burst features athletes from various sports and disciplines – from amateurs to professionals – all reaching their own personal goals and ‘enjoying that ‘unlock moment’ of achievement and celebration.
According to the agency, the work for the 325-year-old nutrition brand was inspired by the brand’s core creative idea that ‘there’s more of you in you’ and aims to continue the brand’s journey of democratising the sports nutrition category by taking it beyond the gym and showing that ‘no matter what your sport or motivation is, with the right mindset, you can unlock more from yourself with help from Optimum Nutrition’.
The campaign spans TV, social, digital, out-of-home and in-store and rolled out in more than 100 markets around the world. It was spearheaded by a hero ‘Unlock You More’ spot.
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“The future of nutrition is rapidly changing with more people dedicated to performance and fitness. Optimum Nutrition supports those consumers who want to tap into their bodies’ full potential, be it a beginner in the early stages of their fitness journey, an amateur athlete looking to get more out of their workout, or a professional athlete driving to surpass their personal bests.”
GPN Chief Brand Officer Colin Westcott-Pitt
“TBWA is delighted to be appointed as the global creative partner for the Optimum Nutrition brand. The team at TBWA, carefully curated from our offices in Dublin, New York and Amsterdam, have harnessed the power of Disruption to land on ‘Unlock more you’, basing the work on a human truth that we all have more inside us waiting to be unlocked.”
TBWA\Dublin CEO Deirdre Waldron
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