GetOne

It’s Not What You Think

Protein bars come with baggage. Functional. Sensible. Good for you. Taste? Usually somewhere further down the list.

GetONE gave us a reason to challenge that assumption.

So instead of launching another protein bar by talking about protein, we built the campaign around a simple thought: things aren’t always what they seem.

We started with intrigue. A lion that wasn’t a lion. A desert that wasn’t a desert. And a peanut that… might actually have been a peanut. Familiar images became visual riddles, designed to stop the scroll before anyone even knew what we were selling.

Then came the reveal.

GetONE. Three flavours. 15g of protein. No added sugar. And a taste you wouldn’t expect from a protein bar.

The idea travelled across social media, Google, YouTube and display, turning a product launch into a playful challenge to the category itself.

Because sometimes, the best way to introduce something new is not to tell people what it is.

GetONE. It’s Not What You Think.