In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise? Don't be bland!


Let’s confront the category’s taste barrier head-on to raise brand awareness while building a distinctive persona. Eureka! We built off the brand’s inherent quirkiness and exploited the possibilities of the name. The first step was to redesign and define the Archimedes character on the package. We partnered with the client at Character Camp as we developed his backstory.


Video and display ads raised brand awareness and drove people to the website where they could get recipe ideas and find out where to discover Eureka. We even added a Buy Online option. Additionally, we partnered with influencers and food bloggers to generate trial.