SP2 had the passion and the inside scoop on this quality superfood but needed help communicating that to new and broader audiences. We leveraged our background in the cycling, outdoor, and wellness industries to help them with their first public activation at the Sea Otter Classic cycling festival in 2018. We created a holistic, cohesive brand message and tone to convey the quality of their product and the unique benefits of use to their potential customers. Spirulina is a particularly challenging product, as many people who have tried it in the past have preconceived notions that it will have a strong flavor and provide only nominal benefit.
We developed and executed a communications strategy that effectively demonstrated SP2’s unique qualities, including the lack of flavor and the increased bioavailable nutritional value of fresh, frozen spirulina, in order to grow their market base from both new and former spirulina consumers.