DISRUPTION THROUGH A SOCIAL-PROOF ENGINE.

The challenge:

Launch OxyShred Protein Lean Shakes and Protein Bars into P&C, where the brand had not yet established a broader product range beyond energy. The challenge was to leverage the strength of the OxyShred name while competing against established category leaders and giving consumers a clear reason to trial.

The strategy:

Simplify the message around the range’s clearest differentiator: macros. Use the OxyShred brand name to build credibility, then create social proof at scale to make the products feel visible, trusted and worth trying.

The execution:

Built a creator system designed to deliver launch visibility at scale, with hundreds of creators onboarded and briefed ahead of launch. Messaging was structured to build across the month, starting with hype and in-store discovery, then moving into macro-led product education, taste, convenience and how the new protein range fit naturally alongside OxyShred Energy in the same everyday routine.

The campaign also connected the new protein range back to the existing OxyShred Energy brand, showing how the products could work together in the same everyday lifestyle: energy to start, protein to refuel, and better-for-you options that fit into real routines.

The results:

• #1 within two weeks

• Sold out nationally by week three

• 100M+ impressions in four weeks

• 400+ pieces of content generated

Why it worked:
The campaign turned a product launch into a movement of discovery. By pairing the credibility of the OxyShred name with a clear product truth, the range gave consumers a reason to believe, not just a reason to try. Through a scaled creator system and phased messaging, the launch built momentum across the month, making the new protein range feel instantly visible, desirable and naturally connected to the OxyShred lifestyle.