HE THING WE NEEDED TO MAKE HAPPEN
To deliver instant fame on a nominal budget for For Goodness Shakes’ new pre-mixed protein shake, in a market dominated by mix-it-yourself powders.
THE TRUTH WE CELEBRATED
That when you see a guy casually shaking their protein mixer, it doesn’t just look faintly ridiculous but often like they are engaging in a rather less savoury act altogether.
THE MIND BOMB WE CREATED
Starting with the proposition that ‘we shake so you don’t have to’, and with a need to get people talking and sharing, there was really only one place for us to go! Promoting the no-fuss benefits of an already mixed protein shake versus powders you have to mix yourself, we developed a cheeky social film dramatizing the problems with doing ‘it’ in public that all guys who shake would recognise.
THE EFFECT WE DELIVERED
With only £15,000 to spend on social seeding, we generated nearly 700,000 views in one week, with a similar volume of PR. And given that there is no such thing as bad publicity, being banned on the basis of just one complaint pushed us well over a million views, and started the PR bandwagon rolling once more. In business terms, the film proved a potent calling card and talking point with retail buyers, helping For Goodness Shakes secure listings in all top 5 supermarkets and to well exceed their volume expectations in the processs.
Whilst applying for a Junior Art Director role at Quiet Storm, I came across this hilarious ad for protein shakes. Let’s hope I get the job!