Human Desire Takes Over in Optimum Nutrition's Unlock More Campaign

Optimum Nutrition, sports nutrition brand from Glanbia Performance Nutrition (GPN), today releases its new global communications campaign 'Unlock More You.' 

Launching in over 100 markets around the world, the new campaign is the latest work inspired by the brand’s core creative idea that ‘there’s more of you in you.’ It continues the brand’s journey of democratising the sports nutrition category by taking it beyond the gym and showing that no matter what your sport or motivation is, with the right mindset, you can unlock more from yourself with help from Optimum Nutrition. 

“The future of nutrition is rapidly changing with more people dedicated to performance and fitness,” said Colin Westcott-Pitt, chief brand officer at GPN. “Optimum Nutrition supports those consumers who want to tap into their bodies’ full potential, be it a beginner in the early stages of their fitness journey, an amateur athlete looking to get more out of their workout, or a professional athlete driving to surpass their personal bests.” 

Trusted for over 35 years, Optimum Nutrition has pioneered the sports nutrition category and is proud to include Gold Standard Whey that has fuelled billions of workout recoveries worldwide in its portfolio. 

The new campaign was developed in partnership with TBWA, who were appointed as Optimum Nutrition’s global brand agency in 2023. The creative depicts athletes from a range of different disciplines in a varied array of sports, from the pro to the humble beginner all reaching their own personal goals and enjoying that ‘unlock’ moment of achievement and celebration. No matter what the sport or motivation is, if you have a performance mindset, you can unlock more with help from Optimum Nutrition. 

“TBWA is delighted to be appointed as the global creative partner for the Optimum Nutrition brand,” said Deirdre Waldron, CEO of TBWA\Dublin. “The team at TBWA, carefully curated from our offices in Dublin, New York and Amsterdam, have harnessed the power of Disruption to land on 'Unlock  more you', basing the work on a human truth that we all have more inside us waiting to be unlocked.” 

The multi-channel global campaign is launching across TV, social, digital, out-of-home and in-store.