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Brand Management
UNTHINK Power Flour
Integrated Marketing Communications Campaign
The Brief
Develop a go-to-market strategy targeting health-conscious Millennials that will drive TOMA and trial of UN(THINK)™ Power Flour and its extended product line through a 12 month launch campaign
Who UNTHINK Is
UN(THINK) Foods is a company that specializes in converting grain, pulses, and root vegetables through a natural process that uses a patented technology. For wheat, this revolutionary process results in a flour offering superior nutrition, without compromising taste, texture and quality: 100% natural wheat with 30x more fiber, 3x more protein and 75% less carbs than regular flour.
What UNTHINK's sees as its Problem
"How can we fuel millennial's interest, have them engage with the brand and try the products? Can we do to flour and baked goods what Impossible did to Meat?
In an oversaturated market, how can UN(THINK) take a commodity product (flour) and make it the hero?
Hernando Ruiz-Jimenez, General Manager
The Problem Behind the Problem
Millennials fear of carbs and bad perceptions of wheat have driven them to completely avoid and demonize flour and instead embrace alternatives.
The Reframed Marketing Problem
In order to overcome negative perceptions of wheat and appeal to millennials, Power Flour needs to disrupt the disruptors and convince consumers that healthy nutrition can be delicious
BUT
I uncovered more hurdles
MILLENNIALS ASSOCIATE WHEAT WITH CARBS
65% of respondents agreed that they associate carbs with wheat and flour-based foods, so Power Flour can be wrongly perceived as a carb-heavy product
EATING HEALTHY IMPLIES CUTTING OFF FLOUR
3/5 focus group participants described wheat flour as unhealthy, with many stating: ""When I want to limit carbs in my diet, the first thing I cut out is white flour and white bread."
WHEAT IS SEEN AS UNHEALTHY
Only 25% of respondents agreed that foods made from wheat are good for you. Respondents shared that "anything that tastes good should be unhealthy from what my parents tell me."
The Answer
From
Compromising good taste and happiness by using crazy wheat substitutes and recipes
To
Eating healthy and delicious thanks to Power Flour, the most nutritional option and made with real wheat
The Strategy
The Issue
Even though UNTHINK's Power Flour is a product designed to fulfill health-conscious millennials' desires, most of them wouldn't even come close to it because of its composition: it's wheat
The Insight
Despite the objections from their taste buds, health-conscious Millennials turn to alternatives because they're trapped by their perceptions of wheat and fear of carbs.
The message
UN(THINK) Power Flour is better than alternative flours because it’s real flour
with real nutrition and taste
Introducing: UNTHINK's Edible Campaign
The Value of Chasing Problems: Measurements of Success
Improved Brand Value and Growth
By reimagining the brand's promise and providing the Peloton community with an identity they are proud to represent
Increased Consumer Buy-In
By re-engaging the community and offering new services that fulfill a consumer desire: listening to their needs.
Improved Reputation
Through a Corporate Social Responsibility program and partnerships with reputable non profits that are aligned with Peloton's mission
The chase in action
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A Problem of Relatability
