National Launch
Of a Ready to Drink Protein Beverage Brand
1
THE BRAND
This ready-to-drink protein beverage was developed to deliver a dessert-like taste while still fitting within the better-for-you space. The brand was built around making protein simple, convenient, and accessible for everyday routines, without forcing consumers to choose between flavor and function. The goal was clear: create a product people genuinely look forward to drinking because it delivers on taste as much as it does on nutrition.
2
THE CHALLENGE
Claudia launched this as a completely new ready-to-drink protein beverage brand with zero prior awareness, entering Costco on a high-pressure 16-week trial in one of the most competitive categories in retail. Competing against established market leaders, she needed to rapidly educate shoppers on an unfamiliar eco-friendly can format, drive trial at scale, and meet strict sales velocity benchmarks to secure continued national placement.
3
THE BREAKDOWN
As Product & Brand Marketing Lead Specialist, Claudia led the full go-to-market strategy across product storytelling, brand positioning, social, and retail support. She built the brand narrative from the ground up, developed campaign architecture tailored to Costco’s unique environment, and directed the social and influencer ecosystem that translated online engagement into in-store action. Her role sat at the intersection of product, shopper marketing, and retail execution, ensuring that every touchpoint; from packaging communication to short-form content, worked together to move the brand from unknown test item to a nationally recognized contender.
Go-to-Market Strategy: Building a Brand
Launching a brand-new product in the ultra-competitive protein shake category required a full-scale omnichannel strategy to drive awareness, trial, and velocity.
With no prior brand presence, Claudia developed a comprehensive go-to-market plan that combined retail execution, digital marketing, and experiential activations to successfully introduce the brand to the market.
Pre-Launch Awareness: Sparking a Social Media Movement
Before the product even reached shelves, Claudia built anticipation through a social-first teaser strategy designed to capture attention among core warehouse retail shoppers.
“The [Protein Brand] Is Coming” — a bold AI-generated campaign that created intrigue through surreal visual storytelling, positioning the beverage as an everyday hero within modern wellness routines.
This early creative approach helped generate curiosity, conversation, and strong launch readiness ahead of retail rollout.
Retail Readiness & Trade Strategy:
Making Protein Accessible Again
Supported in-store demo strategy by amplifying awareness through digital and social campaigns, driving traffic to Costco locations.
Executed shopper marketing activations
tailored to Costco’s unique retail environment, including:
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Costco.com promotions to capture online shoppers.
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Sameday delivery activation through Instacart, ensuring immediate access and convenience for consumers.
Heroed the brand packaging in creative assets to reinforce brand recognition, ensuring customers could easily identify the 12-pack case format in-store and online.
Digital & Social Launch:
Mass-Scale Amplification
Built the brand’s entire digital presence from scratch, crafting a distinct brand voice and engagingstorytelling approach that resonated with consumers
Launched high-impact social media campaigns designed to educate, entertain, and drive deep engagement—effectively turning first-time buyers into loyal fans.
Activated 100+ key KOLs, including Costco and fitness lifestyle influencers, to amplify brand discovery and fuel a nationwide hunt for the brand.
Social Media & Influencer Strategy
Claudia executed a 3-tier influencer strategy leveraging KOL macro, micro-creators, and UGC influencers to build brand equity and drive purchase intent at Costco.
Retail Power Play
Partnered with top Costco influencers to announce the brand’s arrival, creating instant in-store demand.
Lifestyle Integration
Showcased real-life use cases, positioning the brand as the go-to protein shake for active, health-conscious consumers.
UGC & Community Hype
Encouraged organic content and real consumer testimonials, reinforcing credibility and fueling social proof.
From discovery to purchase, Claudia activated the entire consumer journey through engaging content that turned social buzz into real-world sales.
Go-to-Market Execution: Sustaining a Brand Post Launch
The Brand of The People
Leaning into its eco-friendly can packaging, Claudia built a story around sustainability and simplicity, highlighting both its better-for-the-planet design and its grab-and-go ease for real life.
Momentum from the first beverage flavor launch sparked a surge of attention, and Claudia showed up for it. Claudia responded to over 10,000 comments and DMs in real time, turning every moment of hype into a moment of connection. This hands-on approach created trust and loyalty fast, setting the tone for a brand that listens.
As the second flavor joined the lineup, Claudia carried that energy forward, folding in the buzz from early fans while making room for new ones. The launch wasn’t just about a new flavor; it was a chance to grow the conversation, deepen the relationship, and show up again for a community that was ready to sip what’s next.
Sustaining engagement after launch meant turning momentum into meaning. This brand didn’t stop at the scroll, Claudia worked to build a brand that felt personal, warm, and playful every step of the way.
From real replies to re-shares of fan content, Claudia made it easy to feel like part of something. By listening closely, resharing generously, and celebrating the voices of our community, Claudia helped people feel seen.
The brand launch brought them in, the new flavor launches kept them here, and together, Claudia helped shape something more than just a drink. Claudia helped shape a movement. The brand fanbase was born: a growing crew of real people who don’t just sip the drink, they stand behind it.
Building Anticipation & Sustaining High Engagement
Turning pre-launch storytelling into a sustained flow of engagement, reach, and consumer action.
As Product & Brand Marketing Lead Specialist, Claudia led the brand’s
pre-launch strategy by turning a completely unknown brand into a national “coming soon” moment before it ever hit Costco shelves.
She developed a surreal, AI-led teaser campaign built around the
line “The [Protein Brand] is Coming,” using 3D worlds and protein-focused storytelling across TikTok and Instagram to reach core Costco shoppers and health-conscious consumers. The narrative invited audiences to “join the hunt” and spot the brand in the wild, prompting organic speculation about where and when it would launch.
For the second flavor rollout, Claudia layered in geo-targeted teasers in active regions, pairing launch-state targeting with flavor-specific creative and live community management. By the time product landed in club stores, the brand already had a recognizable look, language, and social footprint, with audiences primed and actively waiting for it at shelf.
Top Performing Posts: Driving Retail Traffic, Engagment, and Launch Awareness
DRIVING SOCIAL MEDIA EXPLOSION
Claudia’s social-first approach transformed awareness into real engagement and purchase intent. By strategically leveraging influencers, UGC, and retailer-specific activations, Claudia drove an unprecedented social-to-shelf movement for the brand’s Costco launch.
High-Impact Content & Community Engagement
UGC & Influencer Amplification: Customers and KOLs showcased the brand’s availability in Costco, building real-time excitement and urgency.
Engaging Video Content: Leveraged eye-catching reels, TikToks, and in-store shopping experiences to drive trial.
Community Activation: Responded to over 10,000 comments and DMs, fostering deep engagement and brand loyalty.
Platform Performance: Where We Won Big
📢 5.6M Impressions
👀 2.1M Reach
💬 69.3K Engagements
📌 Drove high engagement through retailer-focused influencer content & interactive stories
📢 12.1M Impressions
👀 8.4M Reach
💬 60.8K Engagements
📌 Viral UGC & trend-driven content made the brand a must-buy at Costco.
📢 13.1M Impressions
👀 2M Reach
💬 42.5K Engagements
📌 Drove massive brand discovery through targeted paid and organic content
GIPHY Stickers
Generated 2.3M total views, increasing brand recall and shareability across social platforms.