Introducing FLINT! Rethinking What a Protein Brand Can Be

Together with Tomi Mazza, we built a brand and a launch campaign that bring flavor, color and inclusivity into a category that needed a fresh perspective.

The protein market has long lived under the same rulebook. Black containers. Harsh slogans. The familiar “no pain, no gain” attitude that suggests you should drink it even if it tastes terrible, simply because you “have to.” For years, that aesthetic has dominated the shelves, and while it speaks to hardcore gym enthusiasts, it leaves many others standing on the outside.

Flint was born to change that. Instead of asking people to endure, it invites them to enjoy. It’s a protein brand designed to be friendly, approachable, and—above all—tasty. Its bright red-orange palette and playful identity break away from the solemnity of traditional sports nutrition. Flint wants to be the kind of product you can grab at the pharmacy whether you’re a college kid, a casual gymgoer, or an eighty-year-old looking for extra protein, and still feel good about carrying it home.

Watch the Launch video here

This positioning comes from a simple but powerful insight: not everyone sees themselves in the traditional fitness archetype. Wellness today is broader than six-packs and barbells. People want products that feel like they belong to them, not to an intimidating subculture. By redefining the codes of the category, Flint opens the door to entirely new audiences.

The launch campaign brought this to life with Tomi Mazza at the center. Known for his presence in the Argentine fitness world, Tomi embodies credibility, but he also flips the narrative: less Gymbro, more Flintbro. In the commercial, he introduces Flint as a brand that’s fun, inclusive, and far removed from the generic protein ads we’ve all seen before. Around him, the casting was deliberately diverse—bearded men, women in their forties, hipster kids—because that’s the real consumer base Flint is speaking to.

What makes Flint particularly interesting for the industry is that it shifts protein from a functional purchase to a cultural one. It’s no longer just about what’s inside the jar, but about how the brand makes people feel. Flint democratizes protein by reframing it as part of everyday wellness, not an elite ritual. And in doing so, it expands the market: instead of competing for the same narrow segment of gym devotees, it attracts consumers who may have never considered protein before.

At The Brand Side, we also wanted to make sure Flint carried a sense of playfulness at its core. From the very beginning we thought of ideas that could expand the brand’s universe in unexpected ways, like parody calendars that reimagine Greek-god poses with everyday people or small collectible gym toys that make fun of how seriously fitness culture can take itself. For us, Flint was never just another protein jar, it was a platform for creativity.

The launch campaign brought this vision to life. We worked side by side on the video that introduced Flint to the market, shaping a story that challenged the clichés of the category. The piece, fronted by Tomi Mazza, was presented during a live on Kick and immediately set a different tone: not solemn, not intimidating, but inviting and fun. By putting real diversity at the center and mixing credibility with humor, the campaign reflected exactly what Flint stands for.

Ultimately, what we set out to create with Flint was a fresh answer to a tired category. The question was never whether people need protein, they do. The question was how to make it feel accessible, enjoyable and relevant to the wide range of people who care about their health. Flint’s bet, and ours, is that by leaning into inclusivity and fun, it can move beyond the gym bro aisle and into everyday life.

For an industry often stuck in formulas and clichés, Flint is a reminder that the real disruption does not always come from a new ingredient or a technical claim, but from daring to change the story.