Joe Rogan's favourite workout. Your living room. No excuses.
We repositioned a fitness brand mid-pandemic. Unilever acquired it shortly after.
Overview
When COVID hit, gyms closed and Onnit's entire brand positioning — built around elite performance, physical training spaces, and in-person culture — needed to change overnight. We repositioned them for the work-from-home moment, rebuilt their creative strategy around Joe Rogan, and scaled their paid social performance to 2× ROAS and 2× CTR. Unilever acquired Onnit during our engagement.
Role
Creative Strategist
Video Editor
Jumbleberry Ltd.
Deliverables
- ◆Brand repositioning — gym → home performance
- ◆Joe Rogan creative system (cinemagraphs + podcast audio)
- ◆Performance video ads — Alpha Brain, New Mood, Onnit 6
- ◆Paid social creative suite
- ◆Creative testing & optimisation
Recognition
The Challenge
A Brand Built for Gyms, in a World Without Them
Onnit's identity was rooted in elite physical culture — training facilities, in-person coaching, peak performance. COVID eliminated that world overnight. The brand needed a new context for its products without losing its edge.
Scaling Paid Social from a Standing Start
Jumbleberry's model was performance-first — a SaaS-based affiliate network where creative strategy and paid media worked together to drive acquisition at scale. The creative had to perform, not just look good.
Standing Out in a Flooded Market
Every fitness and supplement brand pivoted to "work out at home" messaging simultaneously. Onnit needed to own the space rather than blend into it.
The Insight
Joe Rogan Is the Brand
Onnit's most powerful asset wasn't its product range — it was its association with Joe Rogan, one of the most trusted voices in fitness, performance, and culture. His audience was exactly who Onnit needed to reach, and his credibility transferred directly to the products.
The Home Became the Gym
The work-from-home moment wasn't a limitation — it was a repositioning opportunity. Onnit's products — Alpha Brain, New Mood, Onnit 6 — were built for human optimization wherever you are. The home was just a new arena.
Performance Content Over Brand Content
At Jumbleberry's scale, every creative decision was a media decision. The strategy wasn't just about what looked compelling — it was about what converted. Cinemagraphs, video ads, and Joe Rogan podcast audio clips were all tested and optimized as performance assets first.
The Big Idea
Your Best Self, From Wherever You Are
Joe Rogan's favourite workout. Your living room. No excuses.
The Execution
Phase 1 — Repositioning the Brand
Shifted Onnit's creative platform from elite gym culture to elite home performance. The aspiration stayed identical — human optimization, peak output — but the environment changed. Every asset was reframed for the home without softening the brand's intensity.
Phase 2 — Building the Joe Rogan Creative System
Developed a content and creative system built around Joe Rogan's footage and podcast audio. Cinemagraphs using his likeness drove thumb-stopping performance in the feed. Podcast audio clips — Rogan's own words endorsing specific products — ran as video ad soundtracks, lending his credibility directly to conversion-focused creative.
Phase 3 — Performance Creative at Scale
Produced video ads and cinemagraphs across the full Onnit product range — Alpha Brain, New Mood, Onnit 6 — optimized for paid social. Each asset was built with Jumbleberry's affiliate network in mind: creative that could be deployed across multiple audiences simultaneously and measured against hard performance metrics.
Phase 4 — Testing & Optimisation
Iterated on creative based on live performance data. The work-from-home repositioning — particularly the Onnit 6 home workout series — drove the strongest results, validating the strategic pivot.
The Results
2× ROAS
Return on ad spend doubled across paid social during the engagement.
2× CTR
Click-through rate doubled — the creative was stopping thumbs and converting browsers into buyers.
Unilever Acquisition
Onnit was acquired by Unilever during our engagement in 2021 — a direct signal of the brand's growth trajectory and market position during this period.