Quiet Storm | For Goodness Shakes
16814
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For Goodness Shakes

Viral, Earned
For Goodness Shakes
VIRAL
EARNED

How courting controversy brought For Goodness Shakes brand fame and new distribution.

 

THE CHALLENGE WE FACED

Convention said mix-it-yourself powders were the proper way to do protein shakes. It’s what hard-core body builders used, so everyone else thought they should do the same. Despite being more convenient, pre-mix options were seen as second best. With a nominal media budget, our challenge was to deliver instant fame at launch which challenged these preconceptions, establishing For Goodness Shakes as a credible option for a more mainstream user.

 

THE TRUTH WE CELEBRATED

For gym going guys, it’s all about image. So this was our angle of attack – make them feel uncomfortable about current behaviour. Because the fact is, when you see someone cas­u­ally shak­ing a pro­tein mixer, it doesn’t just look faintly ridicu­lous; it often looks like they’re 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 on a minimal spend, there was really only one place for us to go! Pro­mot­ing the no-fuss bene­fits of an already mixed pro­tein shake, we developed a cheeky social film, seeded to relevant communities and opinion formers, dram­at­iz­ing the prob­lems with doing ‘it’ in pub­lic that all guys would instantly recognize and connect with.

 

THE EFFECT WE DELIVERED

With only £15k to spend on social seed­ing, this was a truly viral sensation, gen­er­ating over 1m views in a month, 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 coverage further still. In busi­ness terms, the film proved a potent call­ing card and talk­ing point with retail buy­ers, help­ing For Good­ness Shakes secure list­ings in Tesco and to well exceed their volume expect­a­tions in the process.