Evolve
A digital-first relaunch for a plant-based protein
Overview
The outside brings out our best side
PepsiCo believed in the potential for Evolve to be a category leader. But this potential was constrained by budget. Our challenge was to find a way to relaunch and sustain the Evolve brand by combining the power of PepsiCo’s distribution with the marketing tactics of an insurgent DTC brand. It required understanding who was most interested in plant-based protein and how we could connect to something bigger in their lives, the outdoors.
Opportunity
Help Evolve stand out in a crowded category by connecting plant-based protein to the wellness-driven lifestyle of outdoor-loving consumers.
Solution
Bottling up that outside feeling
We honed in on active wellness seekers. People who, particularly in 2020 to 2022, began taking advantage of WFH flexibility to spend more time outdoors. They viewed their health and wellness holistically, and converting to more plant-based options made them feel better—just like spending more time outside did. We saw an opportunity to position Evolve as a part of their holistic wellness journey.
Execution
There's outside in here
A series of snackable short-form films, each representative of our National Parks, made the outdoors look breathtakingly delicious. Filled with plant-based protein, every bottle is packed with nourishment and invites outdoor adventure. We introduced a new tagline: There’s Outside in Here. Visuals challenged assumptions about plant protein taste while reinforcing our commitment to nature and sustainability.
Becoming the category leader in the first year
We launched with a bang during National Park Week, earning 920MM+ impressions while driving deeper engagement with social, sampling and a sweepstakes to begin building relationships with customers. Targeted partnerships with influencers and publications like Well+Good helped us create content that resonated with our audience of active wellness seekers. And we sustained this momentum throughout the year with smart, targeted media that prompted people to discover, try and talk about Evolve.
The results: by the end of year one Evolve had become the #1 ready to drink, plant-based protein shake in the US. Passing everyone from Owyn, to Orgain to Soylent along the way.
Plant-based for the outdoors
Urban areas across the country often lack equitable access to green spaces—which can lead to major environmental and health disadvantages for those communities. To help close this gap, Evolve partnered with environmental non-profit One Tree Planted, planting trees in urban environments where they would be impactful to both local communities and the planet.
Plant protein that doesn’t settle
We repositioned Evolve on social to align with its changing target audience: from active wellness seeker to social-minded athlete. Our 2023 ethos, Plant Protein That Doesn’t Settle, allowed us to focus on betterment as a core brand tenant and drive deeper engagement with athletes.
Targeted partnerships with influencers helped us create content that resonated with our new audience, and we sustained this momentum throughout the year with media that prompted people to discover, try and talk about Evolve.
Shaking up old routines with Robin Arzón
To step out Evolve’s newly refreshed flavors, we collaborated with Peloton influencer (and intimidatingly fit person) Robin Arzón to challenge our social audience to refresh their routines—with help from Evolve, of course.
A creator-partnered social #ShakeItUp challenge—try something new that’s good for you, and pass it on—sparked conversation among social-minded athletes and allowed us to continue to build a growing community of like-minded fans.
Partner posts with Robin, a bespoke “Robin AI” chatbot, and a cross-country Evolve sampling tour provided the perfect backdrop for our flavor refresh as a premium and premiere plant-based protein brand.
Results
Climbing to the top of the category
We launched during National Park Week with major buzz and sustained momentum all year through targeted content, influencer partnerships, sampling, and sweepstakes. Collaborations with creators like Robin Arzón and a refreshed social strategy helped us grow an engaged community and reposition the brand. Evolve ended the year as the number one ready-to-drink plant-based protein shake in the US.