Protein Popcorn Thats Soo-weet

  • Speculative Campaign

  • The Mission: To design an integrated go-to-market (GTM) strategy, product positioning system, and asset production workflow for a speculative high-protein snack brand entering the functional food market.

  • The Channels: On-site experiential sampling, location-based social filters (Snapchat/Instagram), tiered influencer distribution networks, and retail packaging mockups.

  • My Role: Creative Strategist, Copywriter, & Visual Designer. Led the IMC campaign strategy, wrote all promotional copy, and designed the physical chip bag mockups and social geo-filter assets

  • Programs Used: WINMO, Simmons, Figma, Canva, ChatGPT

Market Positioning & Strategy

  • Competitive Benchmarking; Positioned the brand against established protein chips by emphasizing clean ingredients, lower calorie density, and accessible price-to-protein ratio.

  • Generative Mascot Flow: Engineered targeted ChatGPT prompts incorporating psychographic target data (fitness-focused adult snackers) to produce 8 modular mascot poses.

  • Prompt:

  • "Our target audience is people who are trying to be more intentional about how they eat. This includes people both on their fitness journey and health journey in general."

  • “

Visual Design & Mockup Execution

  • Chip Bag Packaging Design: Translated competitor benchmark data (Quest, Wilde, Legacy) into high visibility front-of-pack information hierarchy, placing 15g protein, fiber content, and organic/gluten-free callouts directly at the visual center.

    Applied color psychology (93% of consumers make purchasing decisions based on visual appearance) rules using a  high-contrast yellow and green mascot color palette—yellow to communicate value and optimism, green to signal health and organic ingredients. Tailoring each bag color to its specific flavor(Hot Honey, White Cheddar, Sea Salt)

  • Interactive Geo-Filter Mockups: Created custom Snapchat and Instagram overlay frames incorporating the brand mascot to drive organic event sharing and word-of-moth visibility

    Designed clear framing zones that keep user-generated content (UGC) centered while maintaining distinct brand anchor points.

GTM Distribution & Conversion Infrastructure

  • Experiential Sampling Engine: Structured live gym sampling events paired with location-tagged geo-filters converted into digital social proof.

  • Tiered Influencer System:

  • Micro-Influencers (10k-100k): Deployed in niche gym communities to establish brand trust and highlight product affordability.

  • Macro-Influencers (100k-1M): Utilized for top-of-funnel reach and mass awareness

  • Offer Structure & Copywriting: Authored direct social caption templates built around actionable product benefits, custom discount codes (#soothree), and low-friction multi-flavor bundle offers.