Built a new-to-market communication plan for a CBD sports recovery brand, backed by athletes including Megan Rapinoe and Sue Bird, setting them up for eCom success and sustained growth.
Motivated to recover better for everyday life vs. purely focused on their sport, Dirt defined Mendi’s Growth Audience as the “Work-Hard, Play-Hard Amateur Athlete” - identified through a mix of proprietary research.
The team built a communication plan around showing how athletic stars recover on their days off as “normal people”, rather than solely focusing on their superhuman progress on the field.
This gave the brand an opportunity to talk to Megan Rapinoe’s off-field values, a gateway to shining a light on her equal pay fight and positioning the brand as “leveling the playing field.”
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