Background & Challenge:
Carl Daikeler and Jon Congdon founded Beachbody in 1988. BeachBody is the creator behind P90X Series, Insanity and HipHop Abs, amongst other weight loss solutions. They also created clinically proven health and weight-loss shake called Shakeology® (aka Your Daily Dose of Dense Nutrition®)—along with unparalleled customer service and peer-support system. BeachBody fitness products are sold by a network of over 350 thousand independent BeachBody coaches.
In 2016, BeachBody retained us to create a new positioning for the Shakeology brand that would reinvigorate the nutritional supplement brand, deposition other health and nutritional drinks and provide an inspiring narrative to help BeachBody coaches believe in and sell the product.
After interviews and research, we created the brand position ‘Believe In Better’, reflecting Shakeology’s commitment to quality, ingredients and their (and the Coaches) genuine passion for the product. We also created several key brand attributes and then translated the positioning and attributes into a detailed messaging matrix, that codified how the brand and its benefits would be meaningful to unique customer audiences as well as the BeachBody coaches.
Shakeology is one of BeachBody’s flagship products, now available in 9 flavors, with countless recipes, to millions of customers. The brand has also recently expanded to include a line of Shakeology products with energy-boosting ingredients.