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.
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!
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.
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.