Redefining the Workout Experience: The Story Behind the Shake
At PMI Digital, one of our core beliefs is this: true innovation doesn’t just add something new, it reshapes how you think about the everyday. So when GNC approached us with a brief to launch a first-ever flavor and color-changing pre-workout, Beyond Raw® | LIT™, we knew this wasn’t just another product launch. This was an opportunity to turn a shake into an experience.
This time around we started with a fun product that would be enjoyable for the user, but how do we market it in a way where the audience believes in the performance of the product. After aligning with the client, the goals were clear.
- Highlight Beyond Raw®’s leadership in innovation within the health + wellness space.
- Communicate the product’s unique and exciting dual-phase flavor and color shift (Lemonade → Green Apple) in a way that resonated visually, emotionally, and socially.
- Create assets that work across channels, for the target audience: social shorts, web, experiential touchpoints, and capture consumer imagination.
We asked ourselves: how can we show a product that changes color and flavor in motion in a way that the consumer feels the transformation? The answer emerged in these creative pillars:
Motion & transformation: We crafted visual metaphors for change: the shake, the swirl, the reveal.
Sensory surprise: Don’t just drink this; watch it change, experience it live. Even the contrast between practical and animation leans into the idea of “duality.”
Boldness meets accessibility: It’s high-energy, premium perception, but designed for everyday fitness users.
Because the product experience hinged on change and motion, our production needed to bring that to life. We produced a dynamic short-form video (the piece you’ll find on YouTube and social media) that lets viewers see the shake, the color transformation, the athlete moment, all in quick, engaging cuts.
In the storytelling phase, we built around a simple insight: fitness routines can feel predictable, but transformation is the hope and exception. We positioned the product as a symbol of that exception. The narrative:
You shake it. You see it change. And you ready up. Because your workout is going somewhere new.
This gave us copy and creative direction like:
“Shake It. See It. Then go.”
“Transformation isn’t just for muscles.”
“Change your flavor. Redefine your energy.”
Outcome & Reflections
For Beyond Raw®, this campaign delivered more than just another product reveal. It helped them reinforce their innovation leadership in the supplement category. Together we were able to craft a visually arresting narrative that sets them apart in a crowded market. For us at PMI Digital, this project reaffirmed a central truth of our work: when you give creativity permission to lean into the unexpected, the result isn’t just seen, it’s felt. And that’s what memorable brand moments are made from.
