Following a national U.S. recall, Hydroxycut faced substantial challenges, with sales dropping sharply. In response, the parent company collaborated closely with the FDA to reformulate the product to meet updated compliance standards. During this transitional period, the brand needed an aggressive, revitalized marketing approach to regain consumer trust and market share.

With a careful re-evaluation of the brand persona, we crafted a refreshed, consumer-targeted identity that highlighted the product's immediate benefits in an approachable and dynamic way. The "LIVE" campaign served as the re-launch's centerpiece, celebrating safe weight loss and a renewed brand identity.