Pure Genius Re-Vamp 2025

Pure Genius Re-Vamp 2025

Key 2025 Marketing Goals
Seamless brand transition to Pure Genius
Finalize Mission, Vision, Tone, Typography, Iconography and Color Pallet
Educate customers on quality of new product
Increase brand awareness / brand perception with existing customers
We're still a product we need to take the next step
Audience & Channel Growth
Test in to new audiences
Maintain/improve retention
Scale existing media channels and scale in to new media channels
Remain first-order profitable/break even

How Our Product River Flows
Our success hinges on the harmonious interplay of five critical elements, each building upon the other to determine our market presence and product delivery:
1
2
3
4
5
1
Storytelling
Our cohesive narrative that amplifies product value and brand identity, connecting with consumers on an emotional level and driving engagement.
2
Supply
Refers to our raw ingredients, sourcing, and timing, fundamentally determining what, when, and how much product we can sell.
3
Product
The actual liquid in the bottle serves as the foundation, determining our unique storytelling angles and overall marketing strategy.
4
Branding
Encompasses our physical and cultural identity, directly dictating how we can effectively market and position ourselves.
5
Marketing
Defines our strategic points of distribution, ensuring our product reaches the right audience through effective channels.

Make It Impossible Not to Share
Creator Content Strategy for Protein Innovation
Welcome to our content strategy presentation for the upcoming quarter. We're excited to share our vision for how we can transform our brand's presence in the digital space through strategic creator partnerships and viral-worthy content moments.
Together, we'll explore how to leverage our unique product advantages to create content that not only resonates with our target audiences but compels them to share, engage, and ultimately become brand advocates. Our approach combines strategic storytelling with tactical execution designed to maximize both reach and conversion.
Let's dive into how we can make our protein products the most talked-about nutrition innovation on social media.

Protein, Solved.
Our Core Brand Story
The Problem
Protein is the most important macronutrient for health and fitness, yet most people consistently struggle to hit their daily goals due to inconvenience, taste issues, or high costs.
Our Solution
We've created the most convenient protein shot on the market that delivers on three critical consumer needs: exceptional taste, on-the-go convenience, and affordable pricing.
Our Commitment
We live in the lab, constantly testing, improving, and launching new solutions based on direct consumer feedback and emerging nutritional science.
This core narrative should underpin all content creation, from social posts to influencer briefs. Our protein shots aren't just another supplement- they're the solution to a universal nutrition challenge.

Everyone Deserves to Hit Their Protein Needs
Our Mission
Make protein simple, delicious, and accessible for everyone, regardless of their lifestyle, taste preferences, or nutritional knowledge.
Our Purpose
Empower people to hit their nutritional goals without compromise, removing barriers to optimal health and performance.
Innovation is Our DNA
Products built directly from audience feedback
Continuous improvement cycle
Consumer-first development approach
Scientifically validated formulations
This mission-driven approach should shine through in our content, emphasizing how our products are designed to solve real problems for real people.

One Story, Many Voices
Tailoring Our Narrative to Different Audiences
General Audience
Core message: Innovation + convenience
Emphasize how our protein shots fit seamlessly into any lifestyle, highlighting the breakthrough technology that makes superior nutrition accessible to everyone.
Athletes & Bodybuilders (Mike)
Core message: Performance + credibility
Focus on precise nutritional profiles, recovery benefits, and Mike's background as an athlete. Leverage technical specifications and scientific validation to build trust.
Lifestyle Consumers (Mel)
Core message: Taste + lifestyle integration
Showcase how our products enhance everyday wellness routines without sacrificing flavor or adding complexity. Mel's approach to balanced nutrition becomes central.
Founder Stories as Content Pillars
Leverage Mike's performance credibility and Mel's lifestyle expertise to create authentic content that resonates with different audience segments while maintaining brand consistency.

Protein Without Compromise
"Making protein simple, delicious, and accessible for everyone."
This single mission drives everything we do and forms the foundation of our entire brand narrative. While we adapt our messaging for different audiences and platforms, all content should ladder back to this core promise.
Innovation Story
Our breakthrough technology
Accessibility Story
Protein for everyone
Taste Story
Delicious without compromise
Convenience Story
Fits any lifestyle
Next Steps
Let's develop creator briefs that leverage these narratives while encouraging the creation of shareable, stunt-worthy content that makes our protein products impossible not to share.

General Timeline
1
September 15-19
Genius Shot Back in Stock
Goal is to sell out via waitlist and existing customers
Will test aging elder demo with a landing page if we do not sell out
2
September-October
Execute large tasks for Pure Genius Rebrand plans:
Photoshoot
Site Updates
Begin building a content library to be leveraged for Newsletter/Blog Content upon re-launch
3
Late October/Early November
2:1 BLG/Collagen Blend
Pure Genius Inventory expected in late Oct Sours Included
4
Re-launch as Pure Genius
Channels:
Email
Organic Social
Paid Social
Affiliate
RP Strength
Influencer
Develop a protein quiz as a lead gen tool - tbd

Product Production Schedule
1
LOT 1 – 100% BLG (9K units)
Production: August 6, 2025 – September 15, 2025
Flavors: Blue Raspberry, Orange Cream, Apple Melon
Protein Arrival: June 9, 2025
Ship Date: September 15, 2025
PO Date: June 26, 2025
Producer: Arla
2
LOT 2 – 2:1 BLG/COLLAGEN BLEND (38,480 units)
Production: September 16, 2025 – October 15, 2025
Flavors: Orange Burst, Green Apple, Pineapple Blast
Protein Arrival: June 16, 2025
Ship Date: October 22, 2025
PO Date: July 22, 2025
Producers: Arla, Custom Collagen
3
LOT 3 – 100% BLG SOURS (10K units)
Production: September 16, 2025 – October 15, 2025
Flavors: Extreme Pineapple Punch, Extreme Sour Lemonade
Protein Arrival: August 6, 2025
Ship Date: November 1, 2025
PO Date: August 15, 2025
Producer: Perfect Day
4
LOT 4 – 2:1 BLG/COLLAGEN BLEND (24,500 units)
Production: October 16, 2025 – November 14, 2025
Flavors: Orange Burst, Pineapple Blast, Green Apple
Protein Arrival: September 29, 2025
Ship Date: November 15, 2025
PO Date: August 15, 2025
Producers: Perfect Day, Custom Collagen
5
LOT 5 – 2:1 BLG/COLLAGEN BLEND (24,500 units)
Production: November 15, 2025 – December 15, 2025
Flavors: Orange Burst, Pineapple Blast, Green Apple
Protein Arrival: November 5, 2025
Ship Date: December 15, 2025
PO Date: August 15, 2025
Producers: Arla, Custom Collagen
6
LOT 5.1 – 2:1 BLG/COLLAGEN BLEND (36,700 units) - THIS ORDER MAY BE TBD - TO PRESERVE PART OF THE BLG INVENTORY
Production: November 15, 2025 – December 15, 2025
Flavors: Orange Burst, Pineapple Blast, Green Apple
Protein Arrival: November 5, 2025
Ship Date: December 15, 2025
PO Date: August 15, 2025
Producers: Arla, Custom Collagen

Re-Branding Needs: RACI GRID

Future Product Development Timeline
(Goal: Certification complete by January 2026)
Phase 1 – August–September (Foundation)
Taste Profile:
Finalize initial flavor trials.
Collect consumer feedback panels.
Lock 2–3 lead SKUs by end of September.
All Natural (Ingredients):
Screen ingredient suppliers for gut-friendly or neutral inputs.
Confirm no red-flag additives.
Internal approval list complete by September 30.
Phase 2 – October (Refinement & Add-ons)
Additional Benefits:
Evaluate optional add-ins (vitamin C, creatine, magnesium).
Lab stability checks for Gut ingredients (AKK, beLP1, EF-2001, PHGG).
Decide which benefits make Phase 1 launch vs. future line extension.
Superior Protein:
Run PDCAAS testing on chosen proteins.
Compare alternative protein options (pea, BLG, blends).
Lock formula by October 31.
Phase 3 – November (Certification Prep)
Certifications:
Begin internal lab testing for NSF/Informed Sports.
Compile compliance documentation.
Address potential reformulation gaps.
Taste Profile – Final Validation:
Run final consumer panel on certified formula.
Confirm packaging claims align with certifications.
Phase 4 – December (Finalization)
Submit all documentation for NSF/Informed Sports certification.
Buffer for lab re-testing or delays.
Lock packaging copy (claims, benefits, certifications).
Pre-production run for January launch readiness.
January Goal
Certified product + production-ready formula with approved labels/boxes.

Lifestyle Shoot
Establish Needs
Get branded / lifestyle photography of the Pure Genius products
Set Parameters
Set a budget / timeline
Think about how to involve RP in a seamless way
Timeline for October Launch
Clear budget would like this number by 8/22
Clear direction on photography and style would like this complete by 8/29
Frank to source a location and talent and set a date for a shoot in September
Frank to get a clear shot/asset list outside of replicating existing product shots
Finalize availability and usage of RP talent during shoot

Lifestyle Shoot Inspo

Executional Tactics For The Remainder of 2025
Ads - Meta
1
AI Hook Testing
Speed, cost, efficacy
2
Expanding Audience Testing
Weight Loss Drugs re-start
Actively Aging test for first time
Affluent healthy lifestyle individuals (equinox, boutique fitness crowd) test for first time
Young Athletes test for first time
3
Landing Page Development
Will continue
Audience Specific
4
Always on lead gen?
If meta leads convert well on waitlist we want to explore an always on lead gen strategy

Ads - Google / YouTube
Continue Branded/Non Branded Search
Expand P Max
Expand Demand Gen Testing
Enroll in Google's new BrandConnect platform
AI Search Overview
AI Search is a huge area of opportunity to make headwinds against large spending legacy brands
AI Search Overviews are stopping people from even getting to paid search results
We need to be showing up when people are looking for the "best protein for xyz"
Looking for more specific instruction from Google on how to optimize for these results. Initial research has yielded:
SEO
Press
Blog/Newsletter content on site
Community Building example: Reddit

Creator Partnerships
1
Ad Reads - YouTube
Test ad reads with 5-10 creators over span of 3 months.
Creator to do ad reads for 3-5 episodes
Use discount codes and special links to track clicks and sales
Find creators to cover proven performing audiences on meta and google
2
Ad Reads - Podcasts
Test ad reads with 5-10 creators over span of 3 months.
Make sure the deal is to be included in 3-5 episodes
Use discount codes and special links to track traffic and sales
Find podcasts relevant to audiences that are proven performers on meta and google

CTV/Linear TV
1
Test connected TV once inventory is in a strong position
Will want to test a mix of content types
Branded TOF awareness
LOFI Performance driving conversion
Fast growing supplement companies like ARMRA are using UGC style content on connected TV
Retargeting advantage vs linear
Can target existing performing audiences on meta and google and drive to landing pages based on content type
2
Linear TV
Would want a more traditional TV spot and we have already been approached by some producers with a concept

Affiliate - Creators
Currently
200 members
10% discount for new customers. Creators earn 15% commission on every first time sale
Currently at $27.7K in sales
Future
Creators will earn commission on every sale they bring in, including repeat customers.
Create tiers so there are biggers incentives to promote (increased commission, prizes, experiences).

Affiliate - All Other
Publishers
Would also support our goal of seeing strong AI Search performance
Affiliate Networks
Show up on platforms like Rakuten
Credit Card Rewards
Amex
Chase

Gifting + Community
Target Communities
Continue to gift and grow the following communities:
Weight loss
Fitness elite
Fitness coaches/instructors
Women age 25-45
Younger athletes age 16-24.
Gifting Strategy
Tiered gifting: Assign creators different posting due dates so there's a constant flow of content.
Retainer program: Pay select few creators monthly to consistently post about Genius Shot. Also let's us have constant new content.
Gift community with each new product launch.
Try to gift a minimum of 150 12 packs per month

Events
Athletic Events/Gift Bags
Running Events
Cycling Events
Triathalons
Iron Mans
Pickle Ball
Niche Sporting Events
University Outreach
Set up tableing events at universities around the country, hire interns to pass out shots in front of school gyms and create content.
Boutique Fitness
Product Sampling and collabs with boutique pilates, yoga, crossfit studios across NY, LA, MIA, TX
Long Shot Idea
Protein cocktails host event at NYC bar for 3 nights: first night for employees and RP team, second night for big creators and influencers, 3rd night opened to the public.

Blog /Newsletter
Important to have relevant and high quality content for SEO and AI Search Overview
Great way to keep our community engaged
Great way to communicate what is going on with our brand
Opportunity for Dr. Mike and Mel to speak to community directly
Need to start planning out content in advance and producing it so it can be posted easily
Ideally launch this with our re-stock of current inventory
Dr. Mike Content
Formula change
Will want to leverage Dr. Mike authority to explain formula change and key benefits
Audience Testing
Dr. Mike proved effective at speaking to the benefits of GS for weight loss drug users will want to continue testing this approach with new audiences
Social Posting
Continue his social posting
Hook Testing
Expand existing library of content with new hooks related to new formula, branding, audiences, use cases etc.

Questions? Concerns? Comments?
Let James, Victoria and Frank know!