How does it work then? That's the goal they set out with, but how is it implemented? I assume they conduct various market tests to refine the branding. My understanding is that you were particularly involved in social media and raising awareness for the new brand, especially for a customer category that might not have encountered Myprotein or its associated brands before. How do you attract those customers? What were the key differences in how Myprotein marketed products before the rebrand compared to during the rebrand?

The retail aspect played a significant role, along with repackaging the bags and the site reskin. Each channel developed its own strategy according to the rebrand, presenting the new look and feel. However, I felt the initial strategy was somewhat diluted by the time it reached the channels and was executed as a website reskin and packaging refresh. Due to the business's vast scale and locales, it was challenging to maintain the initial strategy's integrity across all channels.