consumer packaged goods

Think! Protein Bars Reimagine The Meaning Of 'Strong'


Having rebranded from ThinkThin two years ago, Think! protein bars’ continuing evolution from performance to lifestyle products is communicated in a new “Stand For Strong” campaign.

“What we’re trying to do is challenge consumers to rethink what it means to be strong,” Perri Gordon, vice president and general manager, healthy lifestyle at Think! parent Glanbia Performance Nutrition, tells Marketing Daily. “It’s rooted in the belief that strength comes from a combination of physical, mental and emotional strength.”

The campaign, created by The Escape Pod agency in Chicago, is intended to appeal to a wide audience—characterized by people who desire protein throughout the day regardless of what they’re doing, according to Gordon.

Thus there's creative that goes beyond just depicting typical workout routines, as seen in this commercial. It opens with a woman rock climber, then shifts to a construction crew, a teacher, and finally a young boy playing the drums.



Think! wants to be the “go-to protein bar to help people get the nutrition the need to fuel whatever it is they’re doing in their day,” Gordon adds.

In addition to programmatic buys and search, the campaign’s paid media plan aims to deliver more than 1 billion impressions on such social platforms as Facebook, Instagram and TikTok as well as placements on YouTube, Roku and Hulu.

Think! is testing podcast advertising this year on such shows as “Smartless,” “Anna Faris is Unqualified” and “Mayim Bialik’s Breakdown.”

In a nod toward taste and texture, Think! just launched a Crisp line extension featuring 15 grams of protein. The company describes it as “a multipurpose nutritional workout accompaniment or an energy-boosting snack.”

ThinkThin was created in 1999 by entrepreneur Lizanne Falsetto. TSG Consumer Partners acquired a majority stake in thinkThin in December 2011 and in 2015, thinkThin was acquired by Glanbia for $217 million.

Glanbia’s other brands include Body&Fit, Optimum Nutrition and SlimFast.


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