For this project, we were lucky to collaborate with alumni who brought us a real-case scenario and client brief with a clear objective: to boost the awareness and sales of Fairlife's Core Power drinks. Our team has already embarked on extensive secondary research and completed a situation analysis report covering competition, consumer, competitors, category dynamics, and a SWOT analysis. Moving forward, we will integrate analyses derived from In-depth Interviews with target audience to construct a consumer journey and insights, thereby providing Fairlife with actionable recommendations on strategic communication.

Will our focal demographic comprise gym/marathon enthusiasts? Are they inclined to value Core Power's proposition of "50% more protein, 50% less sugar" as much as Fairlife hopes? I am looking forward to the answers!