With people increasingly looking to lead more active and generally healthier lifestyles, and the current trend for supplements around functional health, the opportunity for PhD was to broaden its proposition beyond the gym and work out culture into a more holistic wellbeing and all-round performance space.
Stephen Moon, Chief Executive Officer of Science in Sport, says:
“This is a major launch for PhD, our active lifestyle nutrition brand, its biggest of the year. The new range is comprehensive and designed to support a healthy, active lifestyle. We have used the latest scientific research to formulate products that promote physical and mental wellness throughout the day and help to achieve peak performance. The range brings exciting new products to existing PhD Nutrition customers and will appeal more broadly to people wishing to boost their general well-being.”
Explaining the brand strategy, Emma Wilson, Account Director at Brandon, adds:
“PhD is known for delivering great-tasting performance nutrition – providing high quality, market-leading formulations based on smart nutritional science. It was important that we didn’t move too far away from this, so we felt a sub-brand targeting a more holistic approach to performance would attract new consumers to the brand, but also appeal to its existing customers.”
Due to the infancy of the category in the UK and the speed with which it has grown in popularity, the agency found that consumers were often confused about what they were buying and what specific ingredient-led products they should be buying. This, coupled with the rise in interest in ‘human optimisation’ or biohacking, informed the decision to target consumer need state.
Brandon found that with all of life’s current demands and stresses, many people were just interested in how they can perform better every day and enhance their quality of life by making small changes to their lifestyle.
Jay Bates, Design Director at Brandon continues:
“Our proposition of ‘Optimise you for life’ builds on PhD’s grounding in clean, science-based sports nutrition, but talks to a more holistic approach. It’s based on the desire to make positive feel-good choices without being bamboozled by complicated science and unfamiliar ingredients. And we built the product architecture around seven key need states – helping users to optimise different areas of their body and mind to be the best version of themselves.”
The products call out the benefits (such as Vital, Boost, Relax) in a punchy way that captures attention and makes the brand more human and empathetic. Visually these benefits are brought to life using relevant abstract patterns in a cropped heptagon to represent the seven signs of health. For example, greens/plant-based macro photography for ‘Vital’ and circles moving to a focal point for the focus and clarity of ‘Mind’. ‘Complete’ uses the full heptagon to represent its all-round benefits.
Brandon also created a teaser launch campaign, which ran across social media in the summer, and a more educational campaign which highlights consumers in everyday situations, demonstrating the role PhD Life can play in ‘optimising you for life’. Initial feedback from consumers says the brand is a great addition to the PhD family – innovative and exactly what we all need to focus on.
Dan Elliott, Head of Brand at PhD Nutrition, adds:
“One of the greatest challenges in life is balancing the body’s many needs. To address this, we have developed a new range of premium life optimisation products which target specific need states so everyone can be at their very best.”