This past fall, I took what has to have been my favorite class of my strategic communications major: Strategic Brand Planning with Rich McCracken. Our challenge was to make New Primal meat sticks of interest to college students, despite factors like smell and price. Over the course of the semester we strategized and brainstormed our way to a conclusion: for college students, making it through the day is the new survival. And survival starts with proper fuel.

Built for the New Survival

I decided to develop this idea further into creative with the help of Gemini and Photoshop. Drawing on the idea of the modern survival happening every day, New Primal can make old-school fuel relevant to modern college life; especially after a night out.