GAME-CHANGING BRAND FOR PROTEIN POWDER CATEGORY LAUNCHES

Raindrop, the full-service creative, branding and performance marketing agency based in San Diego, is launching a comprehensive multichannel marketing campaign and a national rollout of Forall, the clean, flavorless protein powder that is set to disrupt the $30B global protein powder market.

Forall represents a revolution in the protein supplement category. The product contains one ingredient: European grass-fed whey protein isolate. Period. It is the only product of its kind in a global market filled with additives—preservatives, colorings, artificial flavors, gums, stabilizers, sweeteners. Each serving provides 25 grams of high-quality protein.

The company was founded by Johnny Heffernan eight years ago, who suffered intense cases of ADHD and Tourette’s Syndrome from childhood and became obsessed by the connection between chemicals and additives and physical and mental health. By meticulously pursuing a clean diet, he reduced his symptoms by 70 to 95 percent. Heffernan followed a steady fitness routine and, concerned about his protein intake, he began developing a protein powder with zero additives of any kind. The solution—a flavorless protein—was simply a happy accident.

“After years of R&D, and substantial investment in our technology, this innovation deserved the best possible brand and marketing. We had to go with the best, and for us, that was without a doubt Raindrop. When everyone else struggled to see the unique positioning, Raindrop immediately got it,” said Heffernan. “Now, thanks to their platform and messaging, protein isn’t just for the chalk-and-chains crew…it’s for all. Everyday moms and dads, kids, and grandparents are falling in love with this product.”

“This is not just another typical brand,” said Jacques Spitzer, founder/CEO, Raindrop. “It is an utterly unique solution, an answer for a problem that has dogged this category despite its astronomical growth. The user response has been incredible. We’ve never seen anything like it.”

Raindrop placed Heffernan in the 2:20 launch video and in the :30, :15 and :10 versions that will roll out across Meta, YouTube and other social channels. The videos are nothing like the category—they are fast-moving, humorous, quirky and ironic and feature actors who explain the brand’s secret weapon: the taste. It tastes like…nothing!

That humor echoes the biggest TV show in history, “Seinfeld,” based on the premise that it was about “Nothing.” But it elegantly serves the brand’s unique brand proposition with statistics showing that competing protein powders contain up to 40% additives. The creative work also features luxe tabletop photography of the bounty of treats FORALL can upgrade, like oozing cinnamon rolls, garlicky spaghetti and meatballs, spicy stir-fries, thick milkshakes.

That flexibility, Spitzer says, is key to the brand’s potential. “Added protein is no longer for the most macro oriented workout person,” he said. “Look at the growing number of GLP-1 users—here is the perfect way to add protein if you have any appetite issues. Parents can add it to their kids’ mac and cheese. We’re seeing interest from hardcore fitness nuts down to the regular, casual consumers.” The FORALL launch includes a second product, bottled water, which tastes just like…water, and delivers 10 grams of protein.