Hydroxycut
Brand Positioning, Tagline Hierarchy, CTV Scripts, PR/Activation Concepts, Messaging System
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Brand Positioning, Tagline Hierarchy, CTV Scripts, PR/Activation Concepts, Messaging System 〰️
Hydroxycut carried a lot of baggage built on "magic pill" tropes, an outdated narrative that lost all credibility with the rise of GLP-1s.
To modernize the brand and capture consumers starting their weight loss journeys in January, we repositioned Hydroxycut from an all-in-one diet solution to a GLP-1 companion tool that helps you stick to your New Year resolutions and finally see them through.
Campaign Manifesto
Created a dual-phase campaign narrative moving from motivation (Phase 1: Ignite the Shred) to visible weight loss validation (Phase 2: Hits Hard. Shows Fast.).
Activation Concepts
Quitter’s Day x Signos Collab: To combat resolution fatigue on "Quitter's Day" (Jan 9), we concepted a partnership with Signos continuous glucose monitors to digitize the brand promise. By syncing Hydroxycut with live metabolic data, users could feel the physical energy shift and instantly see their metabolic activation spike on-screen, turning "trust the process" into real-time visual validation.
The "Hardcore" Pickleball Court: We concepted the first "No-Dink" court at the US Open Pickleball Championships—banning soft shots to force a high-speed, high-intensity game that physically embodied the brand promise: Hits Hard. Shows Fast.
CTV/Video Concepts
Scripted CTV spots that cut through generic New Year hype, contrasting chaotic workout tropes against real mirror moments, positioning Hydroxycut as the instant metabolic spark that accelerates visible proof.
Messaging
I built out a systematic copy guide for Hydroxycut’s creative teams, covering primary taglines, short-form ad copy, social handles, and functional CTAs.
