MUSH Protein
MUSH Protein
MUSH Protein
Creative direction and campaign design for the launch of MUSH Protein Overnight Oats. (2025)
Creative direction and campaign design for the launch of MUSH Protein Overnight Oats. (2025)
Title
Creative direction and campaign design for the launch of MUSH Protein Overnight Oats. (2025)
CHALLENGE
OUTCOME
The protein category is saturated and male-coded. MUSH had to enter without losing its core audience or softening the claim. The brief: launch a 15g protein overnight oat in a category that wasn't asking for it from MUSH.
The protein category is saturated and male-coded. MUSH had to enter without losing its core audience or softening the claim. The brief: launch a 15g protein overnight oat in a category that wasn't asking for it from MUSH.
MUSH Protein+ marked MUSH's first move into performance nutrition without diluting the brand's wellness origins.
APPROACH
CREDITS
The platform: earned recovery. Protein framed as a reward for the work, with headlines like "Empty the Tank. Refuel in One Cup." and "Recover Hard. Rise Harder." to set a tone that didn't sound like the category.
The platform: earned recovery. Protein framed as a reward for the work, with headlines like "Empty the Tank. Refuel in One Cup." and "Recover Hard. Rise Harder." to set a tone that didn't sound like the category.
In-House Designer: Kara DeVol Creative Strategy & Copy: Sheri Hickey
Photography: Breakfast For Dinner
Renders: Pedro Montalvo
OUTCOME
MUSH Protein+ marked MUSH's first move into performance nutrition without diluting the brand's wellness origins.
MUSH Protein+ marked MUSH's first move into performance nutrition without diluting the brand's wellness origins.
CREDITS
In-House Designer: Kara DeVol Creative Strategy & Copy: Sheri Hickey
Photography: Breakfast For Dinner
Renders: Pedro Montalvo
CHALLENGE
The protein category is saturated and male-coded. MUSH had to enter without losing its core audience or softening the claim. The brief: launch a 15g protein overnight oat in a category that wasn't asking for it from MUSH.
APPROACH
The platform: earned recovery. Protein framed as a reward for the work, with headlines like "Empty the Tank. Refuel in One Cup." and "Recover Hard. Rise Harder." to set a tone that didn't sound like the category.