How Five by Five LA Helped Honey Stinger Create a Buzz in the Busy Fitness Category

In the world of promoting, differentiation is a valuable commodity. Particularly in essentially the most crowded of marketplaces, it’s that means to face out from the pack which in the end decides whether or not a model sinks or swims. 

That was one of many challenges for Five by Five LA after they began working with Honey Stinger, on the marketing campaign which might come be referred to as You Don’t Have To Be A Pro. In addition to taking up artistic obligations, the independently owned company additionally supplied the strategic insights which laid the groundwork for the marketing campaign. The result’s a set of belongings which strongly assert Honey Stinger’s model identification, while additionally sustaining a give attention to the product itself. 

Heading into the marketing campaign, the duty was in equal components easy and impressive: The model was searching for to develop their market share by reaching out and recruiting new audiences who had a extra informal relationship with well being and health. Honey Stinger additionally needed enhance their model salience, particularly amongst these with a pre-existing curiosity in sport and health merchandise. 

VP of operations Jesse Knaack and digital producer Harley Roman had been a part of the workforce at Five by Five which shepherded the marketing campaign from thought to actuality. To go behind the scenes and learn how all of it got here collectively, LBB sat down with Jesse and Harley. 

LBB> You guys undertook an insightful technique challenge, in addition to the artistic work on this marketing campaign. Can you inform us extra about that technique course of, and what did you be taught from it?

Jesse> Our technique section threw up numerous helpful insights, primarily about our viewers’s nuanced perspective towards health, sports activities vitamin, and their very own busy lives. 

We discovered that our viewers is purpose (or problem)-driven, they anticipate {that a} sports activities vitamin product ought to match into their current exercise habits, and that if they’re to introduce any new product into their habits then its high quality had higher be indeniable. These key insights drove our artistic idea, “You Don’t Have to be a Pro”. To guarantee we had been heading in the right direction, we performed person testing and confirmed that this message resonated with our viewers.

LBB> What had been your impressions of Honey Stinger as a model heading into this challenge, and did your strategic work change these in any means?

Harley> We did not know an excessive amount of about Honey Stinger as a model earlier than this, however our analysis shortly confirmed us the care that they put into growing their product line and advertising and marketing on a product-level. What they wanted was a hero model marketing campaign to tie all of them collectively in a compelling means.

Fortunately, Honey Stinger has high quality merchandise and wonderful endorsements. So the chance for development is important.

LBB> And how did you finally come to the You Don’t Have To Be A Pro tagline?

Jesse> Our workforce created and examined a number of marketing campaign concepts, however the motive “YDHTBAP” resonated with our audience was as a result of easy reality that anybody can reap the benefits of the identical vitamin high quality as professional and elite athletes by selecting Honey Stinger. 

So why not use one thing that the professionals use, even if you happen to’re not a professional?

LBB> And what’s the importance of the ‘have’ being emphasised?

Harley> Anyone can eat this product, however the notion that professional athletes use it offers Honey Stinger an additional little bit of credibility. If you might be competing for world data or world championships, this product will get the job achieved. Equally, if you wish to set your individual private data, degree up within the gymnasium, turn into a greater athlete or just stay more healthy, you too can belief Honey Stinger.

LBB> Can you speak us via your course of for the images which we see featured within the marketing campaign? The photographs are fantastically placing – what sort of qualities had been you getting down to obtain and convey?

Jesse> This audience is late 20s to mid 30s, so we sourced images that will resonate with this group. They are educated, have disposable earnings, and may need a child or two. We needed them to take a look at the people within the photograph and suppose, “that seems like me”. I can do this. The moments are genuine and uncooked, whereas staying relatable. That helps to attract the viewers in, to see themselves, and to really feel impressed to not solely exercise at their finest, however to purchase the product.

LBB> And what about your pondering almost about the color palette and typography? The color scheme feels comparable however maybe extra outlined to earlier comms from Honey Stinger – was that your intention?

Harley> After spending a while working inside Honey Stinger’s current model shade palette, we selected to actually lean into the orange and broaden on it to stress the extraordinary moments earlier than, throughout, and after train. This is a path we haven’t seen a lot of within the vertical.

The typography of the tagline is designed in a means that seems like a sticker you possibly can see slapped on a cease signal, or in a locker room.

LBB> The health house is a saturated one. How did you guys guarantee this marketing campaign would stand out from different work on this class?

Jesse> Through our strategic and artistic course of, we search to talk on to our goal buyer with a message that resonates. An efficient marketing campaign message needs to be backed by actual knowledge, and viewers insights. Between the artistic message and the artwork path, Honey Stinger has a marketing campaign that can give them one of the best probability at reducing via.

LBB> And, on a ultimate be aware, the hybrid-working revolution has made staying energetic extra of a precedence for a lot of. How do you guys hold match exterior of labor, and do you will have any suggestions?!

Jesse> Well, I’ve a child who simply began crawling, so working round my home chasing after him is exhausting sufficient! I even have an energetic canine, so strolling him across the neighborhood is a superb excuse to get out of the home and breathe some recent air. My suggestion is discovering an out of doors place that brings you pleasure – whether or not it is the seashore, or a park close by, and decide one exercise you are able to do there. If nothing else, the setting ought to encourage you to return once more.

Harley> Being pregnant does not actually depart me within the temper to work out a lot lately, however throughout lockdown I did put money into some at-home gymnasium tools that basically helped simply get me shifting and get my coronary heart price up. Post-partum, I sit up for utilizing that tools once more and getting my physique again in form! I do suggest although, that if you cannot work out, at the very least attempt to eat more healthy. Then, make it a purpose that subsequent week you will do in the future of a piece out.