Orgain Bets on Plant-Based Stamina With That Orgain Feeling
Orgain's "That Orgain Feeling – Keep on Going" is a two-spot television campaign launched in January 2023 in the United States, created by agency 180LA, built around the idea that clean plant-based protein delivers the sustained energy consumers need to move beyond daily obligations and into the moments that matter most to them.
Orgain is the maker of the number-one plant protein powder in the United States. The January 2023 launch marks the brand's second-ever national campaign, arriving exactly one year after the original "That Orgain Feeling" platform debuted in January 2022. Where the first campaign introduced the brand's emotional territory, "Keep on Going" sharpens the performance promise, anchoring it in the real-world rhythms of active American consumers who feel the gap between their to-do list and their want-to-do list.
The campaign comprises two 30-second television spots. The first, titled "Gameday Dad," follows a father who draws on Orgain's plant-based protein to sustain the energy needed to cheer on his children through a full, action-packed gameday. The second, titled "Seize the Day," centers on a young woman who powers through exercise, work, and a demanding schedule and still arrives at the end of her day with energy to spare. Both spots were created for the Food and Health category and were published across the United States in January 2023, as documented in Clapboard's archive. Creative agency 180LA led production, with MMI Agency handling media and Edible, Inc. serving as PR agency, per the campaign record.
The Clapboard Score for "That Orgain Feeling – Keep on Going" is 63 out of 100. That figure reflects a campaign that executes its performance positioning cleanly across two distinct consumer archetypes but operates within a creative register that is familiar rather than formally innovative for the plant-based nutrition segment in the United States.
Consumer research informed the strategic foundation of "That Orgain Feeling – Keep on Going" directly. Orgain conducted research through The Hennesse Group in July 2022, which revealed that American consumers want to live fully but consistently struggle to move beyond their daily obligations toward the activities they actually want to pursue. That insight — a gap between ambition and stamina — became the campaign's central tension and the reason Orgain's plant-based protein is positioned as the functional bridge between the two.
The strategic choice to lead with sustained energy rather than with ingredient credentials or environmental values is a deliberate move in a competitive United States market. In the United States, the plant-based protein supplements segment was estimated at a meaningful share of a global market valued at approximately $2.65 billion in 2023, with an 8.2% compound annual growth rate projected through 2030, according to GlobeNewswire. North America represented more than 40% of that global plant-based protein supplements market in 2023, per Market Research Future, making the US the dominant arena for brands competing in this space. Powders specifically accounted for more than 35% of category revenue in 2023, according to Market Research Future, reinforcing why Orgain's powder-forward identity carries commercial weight.
Against competitors such as Vega, which has long held equity around plant-based athletic performance, and Garden of Life, which competes on certification and ingredient transparency, Orgain's campaign stakes its differentiation on an emotional and lifestyle plane rather than a purely functional or ethical one. The "Gameday Dad" and "Seize the Day" archetypes speak to a broad middle segment of American consumers who are not elite athletes but who feel the daily demands of modern life acutely. Nestlé Health Science announced its acquisition of a majority stake in Orgain in February 2022, according to prnewswire.com, giving the brand distribution infrastructure and marketing resources that smaller plant-based competitors cannot easily match across the United States.
180LA directed the creative execution of "That Orgain Feeling – Keep on Going" as Orgain's agency of record for the campaign. The two 30-second television spots were directed by the creative duo Julien and Quentin of Pulse Films, as documented in campaign records. Their approach structures each spot as a single continuous arc of a day, moving from early morning through peak-demand hours and into an evening moment of personal reward, giving each narrative a satisfying emotional completeness within the constraints of the format.
"Gameday Dad" uses the specificity of youth sports culture in the United States to make its energy claim tangible and relatable. Rather than staging the protagonist in a gym or against an aspirational athletic backdrop, the spot grounds sustained energy in the messy, joyful reality of parenting — a strategic tonal choice that separates it from the performance-marketing conventions typical of the protein powder category. "Seize the Day" takes a parallel approach with its female protagonist, threading together the professional and personal dimensions of a full day to show that Orgain's plant-based protein is not a product for a specific type of body or goal but for anyone who refuses to let the day run out before they do.
The sonic identity of the campaign draws on "Feel It Still" by Portugal. The Man, a track whose propulsive, slightly retro energy reinforces the idea of momentum without tipping into the aggressive tonality common to sports nutrition advertising. The music choice signals that Orgain's target consumer in the United States values vitality and joy rather than competition and achievement. Together, the visual grammar, character selection, and soundtrack construct a brand world that feels approachable, grounded, and distinctly American in its day-in-the-life realism. The campaign's trade coverage in Mediapost, published January 11, 2023, identified "Protein Powder Orgain Pushes Stamina Message" as its editorial framing, confirming that the stamina positioning landed clearly in the trade press.
No verified performance data for "That Orgain Feeling – Keep on Going" is publicly available. Orgain and 180LA have not released figures for television reach, brand lift, or sales attribution in connection with the January 2023 campaign in the United States, and no third-party measurement body has published audited results.
Structural analysis offers a credible proxy for effectiveness. The campaign targets two high-value consumer segments simultaneously — parents managing family logistics and younger professionals managing personal ambition — without losing a coherent brand voice across either. That dual-archetype approach reduces the media efficiency risk that comes with highly targeted single-persona campaigns, particularly relevant for a brand competing across broad retail distribution in the United States following Nestlé Health Science's majority acquisition, as reported by prnewswire.com.
The campaign's appearance in Effie Awards documentation for 2023, as listed by current.effie.org, suggests that the work was submitted or recognised in the context of marketing effectiveness, though specific category placement and award level are not confirmed in publicly available records. The Effie nomination context is significant because the Effie framework evaluates campaigns on the relationship between strategy and measurable outcomes rather than creative distinction alone, which aligns with the performance-driven positioning of "Keep on Going" in the Food and Health category.
The Clapboard Score of 63 out of 100 reflects a campaign that communicates its proposition with clarity and strategic coherence but does not reach the creative distinction that would separate it from the broader category in the United States. The score is consistent with a brand in a growth phase that is consolidating its platform identity rather than redefining the category.
"That Orgain Feeling – Keep on Going" is Orgain's second national campaign, launched in January 2023 in the United States. Created by 180LA, it comprises two 30-second television spots — "Gameday Dad" and "Seize the Day" — positioning Orgain's plant-based protein as the source of sustained energy for full, demanding days.
180LA served as the creative agency for Orgain's 2023 campaign. MMI Agency handled media planning, and Edible, Inc. served as the PR agency. Directors Julien and Quentin of Pulse Films helmed both television spots, as documented in the campaign's production record.
Research conducted by The Hennesse Group in July 2022 found that American consumers want to live fully but consistently struggle to move past daily obligations. That gap between ambition and available energy became the central strategic tension Orgain's plant-based protein was positioned to resolve across both campaign spots.
Orgain competes primarily against Vega, which holds long-standing equity in plant-based athletic performance, and Garden of Life, which leads on ingredient certification and transparency. Orgain differentiates through lifestyle relatability and sustained-energy positioning rather than elite athletic aspiration, targeting a broad middle segment of US consumers.
Orgain's "That Orgain Feeling – Keep on Going" holds a Clapboard Score of 63 out of 100. The score reflects clear strategic coherence and dual-archetype execution across the Food and Health category in the United States, balanced against a creative register that remains familiar rather than formally distinctive for the plant-based protein segment.
"That Orgain Feeling" appears in Effie Awards 2023 documentation, as listed by current.effie.org, indicating the campaign was entered in the effectiveness awards context. Specific category placement and award level are not confirmed in publicly available records, and no other verified award results for the campaign have been published.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
