Brand positioning
Turning a bold snack concept into a differentiated brand built for launch momentum.
Identified high-potential consumer segment
Pinpointed the top launch flavor
Crafted a brand personality and positioning
About blue unicorn
Blue Unicorn is a functional snack brand creating fluffy, flavor-forward protein bars that combine indulgence and nutrition in a single product experience.
Problem
When Blue Unicorn approached the BYU Marketing Lab to prepare for launch, they faced a crowded protein bar market dominated by “performance” brands. They had two problems: overcome consumer skepticism around a marshmallow-textured bar and clarify who the product was really for. They needed a unique story that showed their taste and health, and gained trust.
Our Strategy
The BYU Marketing Lab executed a three-part research and strategy plan to uncover Blue Unicorn’s white space in the category.
First, we conducted qualitative interviews and taste tests to understand perceptions around texture, flavor, and health. Next, a competitive landscape and brand archetype analysis identified personality gaps in the protein bar market. Finally, we refined positioning and messaging to emphasize the bar’s “fluffy” texture, highlight its protein and low sugar benefits, and target health-conscious families as the core audience.
This insight-driven approach ensured Blue Unicorn launched with clarity, confidence, and differentiation.
Our Results
Consumers rated Blue Unicorn better than their current protein bar
Participants said they were “very likely to buy” their new flavor
Shifting language increased perceived healthiness by over 20%
Blue Unicorn emerged with a clear market identity
This growth in brand clarity and consumer appeal demonstrates how insight-driven positioning and cohesive storytelling can transform a new product into a category differentiator.
Client Impact
By combining consumer research, competitive insight, and refined messaging, Blue Unicorn moved from a bold product idea to a differentiated brand ready for launch. The project provided clear positioning, packaging guidance, and a focused go-to-market strategy — proving that insight-driven storytelling can transform a new product into a category contender.
