Objective
The current objective of Bare Performance Nutrition is to increase brand equity by 20% within the empty-nester consumer segment (age 48-53) by the end of 2023. While this consumer segment is niche, this objective is needed to create a segue from athletes in BPN’s current consumer base to day-to-day potential clientele. The brand offers a wide range of products that can be used to help the empty-nester consumer segment on a day-today basis and drive them to achieving their full potential.
Target Consumer
Sally is a newly empty-nester who is 48-53 years of age. For the past 20 years, Sally’s life has revolved around her kids. As a stay-at-home mom, she has spent hours throughout the day running errands, driving the family around to various appointments, cooking meals and cleaning the house. With two of her kids off at college, one starting her own life, and her husband still working 40 hours a week, her life has changed dramatically. Sally lives in a nice suburb outside of Austin, TX and wants to take advantage of her newly found time to create healthy and active hobbies. This segmentation is currently the most important to the BPN brand. The maternal empty-nester is looking for a new lifestyle, one filled with wellness, health, and purpose. Bare Performance Nutrition is in the business of helping people find their full potential.
Issue
Sally has no current relationship with Bare Performance Nutrition and is searching for a new way to rediscover herself during this era of change. Sally is fully unaware of Bare Performance Nutrition because BPN advertises to young adult, fitness-oriented individuals. In order to increase brand awareness, she needs a place to learn and become curious about BPN Supplements.
Challenge
Shift Sally’s desire for a new interest from pondering ideas to making Bare Performance Nutrition a necessity in day-to-day life.
Insight
With every new chapter in life, a new sense of curiosity is born.
Sally is currently embarking on a new chapter in life as her children leave home. Karen Strauss, a partner, chief strategy, and creativity officer at Ketchum Public Relations was quoted stating “[empty-nesters] develop profound interests in new products and adventures.” This era is an important time for Sally to find out what she is capable of and regain her natural sense of curiosity.
Organizing Idea
Curiosity will find your next passion, BPN will help you achieve it.
