Case Study: Dannon Oikos becomes the #1 plant-based protein shake with Big Spaceship's digital-first relaunch

Dannon Oikos becomes the #1 plant protein drink in launch year with Big Spaceship

PepsiCo's Evolve brand faced the challenge of relaunching its plant-based protein shake with a constrained budget to become a category leader. The brand needed to stand out in a crowded market by connecting with wellness-driven consumers. Big Spaceship was tasked with developing a digital-first strategy to achieve this goal.

Big Spaceship repositioned Evolve by connecting it to the outdoors and holistic wellness, targeting active consumers. The solution included a campaign centered on the tagline "There’s Outside in Here," featuring short-form films and a major launch during National Park Week. This was supported by targeted influencer partnerships and social media strategies. As a result, the campaign generated over 920 million impressions, and Evolve became the number one ready-to-drink plant-based protein shake in the US within its first year.

Dannon Oikos