How Pure Protein is rebranding under ex-AB InBev marketer Azania Andrews
The maker of protein bars, powders and shakes borrows a page from Michelob Ultra’s “active lifestyle” positioning.
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“As we talked to consumers, we heard this idea of wellness and the commitment to wellness is hard,” said Andrews, CEO of Pure Protein owner 1440 Foods. “For example, feeling bad you didn’t hit the gym, or weren’t at your weight goal for that month. We want to help them celebrate the small, everyday win. It’s less about the journey to perfection.”
This will be the first campaign and packaging refresh under Andrews, who came on as the CEO of 1440 Foods last year after leaving AB InBev as the beverage giant’s U.S. VP of consumer connections, and previous marketing VP for Michelob Ultra. 1440 Foods is the parent company of Pure Protein, as well as Body Fortress protein powders; MET-Rx, a brand of meal replacements; and Balance, which makes bars marketed as indulgent and nutritious.
The new Pure Protein creative came from The Sasha Group, a VaynerMedia company, which was also the digital agency of record for Ultra under Andrews. The ads are meant to focus on being more positive toward wellness through everyday choices. The new Pure Protein ads will run on Meta, TikTok, YouTube, and Amazon OTT streaming, and connected TV ads, a departure from the brand’s traditional linear TV strategy.
‘Bringing the celebration and joy’
Pure Protein’s shift to becoming an active lifestyle brand is something Andrews is familiar with from her work on Michelob Ultra, which for years has been positioned as a sort of fitness beer, suitable for post-workout rewards.
“I think it all comes down to the idea that health and wellness are important to everyone, and while it can be depicted differently, there’s this idea that wellness has to be hard, that you have to sacrifice for it,” Andrews said when asked if there are similarities in marketing “active lifestyle” brands. “With Ultra and Pure Protein, we are bringing the celebration and joy, as opposed to sacrificing for wellness.”
Still, standing out in the crowded protein bar category can be a challenge, especially when major players in the space include General Mills, Simply Good Foods, Kellogg, Nestlé and Clif Bar. The value of the U.S. protein bar market topped $2.6 billion last year, and is forecasted to reach nearly $3 billion in 2025, according to Fortune Business Insights, a market research firm. Consumer demand for protein bars has been growing as people return to some pre-pandemic behaviors, such as going to the gym, commuting or traveling, and are looking for healthy, convenient, on-the-go options.
This is why Andrews says there is still room for the nearly 30-year-old brand to grow. “When you compare our category to salty snacks or cookies, there is tremendous headroom.”
Looking ahead, Andrews said she is keeping an eye on plant-based protein bar options, like nut bars or plant-based chips, as well as nostalgic flavors including Galactic Brownie, and a churro-flavored Pure Protein bar coming out in the fall.
The brand will also host a pop-up at the end of the month at the new Wollman Rink pickleball courts in New York that will feature brand ambassadors and influencers.
