Six Star Pro Nutrition Gets A New Look
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Six Star Pro Nutrition has introduced a new logo, brand identity, packaging, a new tagline in “Tastes Like Victory” and key initiatives that will carry the brand on-shelf, online and through experiential marketing efforts over the next 12 months.
“Over the last several years, Six Star Pro Nutrition® has become “The Athlete’s Choice” in sports nutrition for those at all levels of sport, including those at the professional, collegiate and high school level,” said Jarrod Jordan, Chief Marketing Officer at Iovate Health Sciences International, the makers of the Six Star Pro Nutrition® brand. “From signing the first student athlete in the NIL (Name, Image and Likeness) space, to our efforts in amplifying the 50th anniversary of Title IX, to working with key ambassadors on community and mental health objectives, like T.J. Watt’s social media cleanse last December, Six Star Pro Nutrition® has showcased a unique ability to innovate through athletics and “Tastes Like Victory” is the next iteration in that process.”
As part of its rebranding process, Six Star Pro Nutrition® worked with Portland, Oregon based creative agency Öpinionated to cultivate the new look, logos, packaging, text and a brand campaign featuring a new anthem video that introduces the “Tastes Like Victory” motto that will appear digitally, socially, through OTT and TV advertising. The brand is also introducing a new hero spot with Watt, Pro Football’s Defensive Player of the Year on those platforms, including an ESPN® ad buy that was produced by California-based Blitz Creative.
At the heart of the brand campaign are athletes—specifically young athletes who aspire to great potential. Across a multitude of sports, Six Star Pro Nutrition® plays a unique role for the athlete: it serves as the catalyst that transforms mental motivation into physical performance. This idea is brought to life in the 30-second anthem, “Tastes Like Victory,” which also serves as the new aptly named tagline for the brand. Directed by Jackson Tisi, the film was fully shot underwater in a Los Angeles studio . Additional short films showcase athletes in soccer, football, volleyball, baseball and basketball.
“This campaign was a series of happy creative firsts: it was the first collaboration between the Iovate and Öpinionated camps. And it was the first time any of us (agency, client, production company) had ever attempted something as crazy as an underwater basketball shoot, and we loved the results,” said Cameron Soane, Opinionated Associate Creative Director.
Throughout its history, Six Star Pro Nutrition® has worked with athletes to amplify its brand and will continue to do so as a means of giving back to consumers. Fans will have the opportunity to win an all-expenses paid trip to watch Watt play at home against Tampa Bay in October, a trip to College Basketball’s championship in either Houston (Men’s) or Dallas (Women’s) and autographed jerseys from Watt, and U.S. Soccer stars Weston McKennie and Kristie Mewis.
When it comes to student athletes, Six Star Pro Nutrition® has set the tone, becoming the first brand to sign student athletes to Name, Image and Likeness agreements in July 2021 when it inked Hanna and Haley Cavinder, a pair of college basketball players, to represent the brand. The 2021-2022 Six Star® NIL team included Rachel Heck (golf) and Tina Graudina (beach volleyball), both of whom won Division I team championships in their respective sports, and Isaiah Mobley, who was selected by Cleveland in June’s Pro Basketball Draft. In August, Six Star Pro Nutrition® worked with members of the University of Alabama football team, encouraging them to take social media detoxes while #BamaRush raged through campus.