Get Marked. General Nutrition Center, 2013

Actor and fitness fanatic Mark Wahlberg approached GNC with an idea for a line of nutritional supplements for men who want to be their physical best. We faced a couple of challenges. First, most supplements are seen as being for serious body builders, not fitness-minded regular guys. Second, GNC didn’t want MARKED to take sales away from body-builder-oriented products — it’s designed to appeal to a whole new demographic. We targeted that audience to “GET MARKED.”