The Power of Pure was created to build awareness for Ladder, talk about its groundbreaking clean, premium ingredients and exact formulations, as well as its origin story to help set it apart from its crowded competition.
Our concept allowed us to focus on the two core differentiators that Ladder Supplements bring: clean, premium ingredients that are NSF certified for sport and LeBron James.Our challenge was keeping these two critical aspects of the brand in balance, so the product was not lost in the glow of everything LeBron brings to the table. We accomplished this with a concept and strategy to focus on the "why." Why do LeBron James and over 50 other professional sports teams use Ladder to level up their workouts? The same reason everyday athletes should use Ladder Supplements. Because pure ingredients lead to pure energy, pure performance, and pure recovery.To accomplish this, we captured photos and video creative at a custom shoot in a warehouse gym in LeBron's hometown of Akron, Ohio. We also paired him with a well-known CrossFit competitor and amazing all-around athlete, Steph Chung. They showed what hard work, dedication, and proper nutrition could do for your health, body, and competitive mindset. Together they embodied The Power of Pure and gave us enough amazing footage to cut together our final spot and create a host of social and display ads with the still images we captured.
In addition to being the crown jewel of Ladder's paid media in Q3 of 2022, the campaign successfully reached over 4 million organic impressions thanks to a share from the King himself. But the true success of the campaign was balancing LeBron’s star power with the power of Ladder Supplements. This new creative ensures the the future of Ladder is not just celebrity endorsements but an effective product with clean and useful ingredients for sport.