PLEZi NUTRITION

Purpose-Driven Branding: Elevating Kids’ Nutrition

PLEZi Nutrition is a health-focused beverage brand co-founded by Michelle Obama, created to offer better-for-you drink options for kids. With a mission to improve childhood nutrition and reduce sugar consumption, the brand combines trusted ingredients with bold flavors kids love. As a digitally native brand with a purpose-driven foundation, PLEZi Nutrition is focused on building awareness, driving online growth, and creating meaningful connections with health-conscious families.

Solution

We led a brand-first digital strategy designed to center PLEZi’s mission, prioritizing kids' nutrition while thoughtfully integrating high-profile partnerships. This included:

  • Strategically positioning Michelle Obama as a co-founder without making the brand feel personality-led

  • Shifting the narrative to focus on kids' health and accessible nutrition through all digital touchpoints

  • Launching a lead generation giveaway with Steph Curry to amplify reach in a values-aligned, family-forward way

  • Designing SEO-optimized landing pages that aligned with brand tone and messaging to drive email capture

  • Implementing a cross-channel content plan and CRM strategy rooted in brand purpose and long-term growth

By grounding every decision in brand alignment, we laid the foundation for sustainable digital growth while building credibility and trust with parents.

Problem

PLEZi Nutrition needed to build stronger digital traction, but with a unique challenge. While Michelle Obama’s involvement brought instant credibility, we had to be strategic in how and when we leveraged her name, focusing instead on positioning PLEZi as a trusted leader in kids' nutrition. The brand faced low subscriber numbers and limited online reach, and there was an urgent need to align storytelling with the brand’s mission while expanding audience engagement and driving qualified traffic.

Results

PLEZi Nutrition experienced significant growth in its digital presence, with website traffic and email subscriptions doubling over a short period. This expansion strengthened the brand’s connection with its audience, fostering deeper customer engagement and laying the groundwork for long-term loyalty. By aligning closely with its mission to support kids’ nutrition, PLEZi has built a strong foundation for sustained growth and meaningful customer relationships.

My Work in Action

Where passionate storytelling meets creative expertise.