That Orgain Feeling - Keep on Going - Orgain | Clapboard Ad Archive

Orgain’s 2023 national campaign That Orgain Feeling - Keep on Going, crafted by agency 180LA, asserts the brand’s position as the US’s leading plant-based protein powder by emphasizing sustained energy and stamina as the fuel to live life beyond mere obligation. Through two 30-second television spots titled Gameday Dad and Seize the Day, Orgain translates consumer insight into a compelling narrative that addresses a widespread tension among health-conscious, active consumers: the desire to move from completing daily to-dos to embracing want-to-do ambitions. The Gameday Dad spot captures a father’s ability to maintain vibrant energy throughout an action-packed day supporting his children, while Seize the Day showcases a young woman balancing work, exercise, and social time with a vitality powered by Orgain’s clean plant protein. Both narratives hinge on what Clapboard’s FORMAT#6—Benefit Causes Story—defines as a structure where the product’s benefit is the direct cause of the protagonists’ ability to sustain momentum and seize life’s possibilities, avoiding complex plotlines or testimonial clichés and instead focusing purely on the energizing promise of Orgain’s nutrition-packed formula. The campaign’s strategic positioning leverages Orgain’s clean, plant-based credentials and consumer research that identified a gap in the market for a product that delivers reliable, natural endurance to support the full spectrum of modern life’s demands and desires. In doing so, it differentiates Orgain from competitors such as Vega, Garden of Life, Noomi, and ALOHA by spotlighting the functional benefit of lasting energy rather than solely emphasizing ingredient provenance or digestive health. The campaign’s crisp storytelling, authentic characterization, and relatable scenarios resonate with a target audience seeking more than just nutrition but a partner in achieving balanced wellbeing and sustained performance throughout their busy days. By focusing on real-life applications of the product’s benefit, Orgain reinforces its brand promise and invites consumers to experience what it means to have the stamina to keep going well beyond routine tasks. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how health and wellness brands can translate functional product benefits into emotionally resonant narratives that connect with consumers’ lived experiences without resorting to overused storytelling tropes.