Challenge

Atkins LIFT is a new, high protein, low carb sports nutrition bar for people who lead an active life. In a market where the emphasis is on ‘carb-loading’ to boost performance, Atkins wanted to drive home the message that what you eat after exercise is just as important as what you eat before.

Provocative Thought

Unlike other sports bars, LIFT gives you the protein you need after exercise without the carbs you don’t. You’ve put the hard work in, you deserve to get results.

Solution

Our audience already understood the role played by protein and carbs, so we levelled with them – eating a carb-loaded sports bar after you’ve exercised can undo all the hard work you’ve just put in. So if you want to get the most out of your active lifestyle, give yourself a low carb LIFT.