Prima

Prima arrived with great packaging, eight flavours and no audience. The ask was a launch that makes a protein wafer feel like something you choose, not something you settle for, and a content engine to keep it alive after launch week. We agreed four objectives with the client: recognition, an emotional connection, trial at launch and long-term preference.

The strategy put personality before product. Perfectly Vanilla became The Minimalist, Milky The Optimist, Hazelnut The Muse, Famous Caramel The Icon, Biscoff The Explorer, Peanut Butter The Adventurer, Salty Caramel The Rebel and Lovely Pistachio The Sophisticate. Each character got a set, a wardrobe, portraits and a one-shot film, and the launch film, Which Prima are you?, hands the choice to the audience. The product set gives every flavour the same stage, so the range reads as one family with eight moods.

Prima launched on 12 August 2026 with a pop-up at Assima Mall, then moved to 360 Mall in September. The booth is brushed steel with one shelf per flavour, each painted in the colour of its pouch, under a neon wordmark. We covered the days as content, from the sampling to the reactions and a testimonial film.

Every flavour got its own screen for the booth, with the nutrition facts up front and the pouch in its own colour. The set was designed as a family, so any four can run side by side.

A central kitchen session took the camera into the factory, because a wafer made in Kuwait is a story worth telling. Every flavour was cut open and shot close on its own colour, so the same set works in the feed, on the shelf at Trolley and in paid social.

The library now runs the monthly feed, the highlight covers, the booth screens and the paid campaigns. New flavours join the cast the same way the first eight did.