Shake It Up

client

Vital Proteins

Project Type

Campaign Product Launch

Wellness CPG

OVERVIEWTHE DETAILS

Protein Shakes are often portrayed as something for moms ‘on the go’—something quickly grabbed amidst the morning’s chaos. Or sipped by a dad on the way to work in the back of a Toyota Corolla. Or ‘lunch’ at the sad, sad, office. But Vital Proteins is here to shake that image up. To bring you into our world of joie de LIVING. Because not only does our protein shake have collagen to support your your hair, skin, nails, bones, muscles and joints…it has attitude.

That’s what we’ve brought to wellness from the start. And that’s what we’re bringing with our new Ready-to-Drink Collagen & Protein shake.

FIRST WE REMINDED THE WORLD OF ALL THE BENEFITS OF COLLAGEN.

From day one, Vital Proteins has shaken up the collagen category with its powder format that could help you not just look your best, but move your best , too. To launch the campaign we set out to remind our audience they can get a supplement that does both.

THEN WE ADDED THOSE BENEFITS TO PROTEIN SHAKES.

Because why just have a protein shake, when you can drink a protein shake with collagen in it?

SOCIALPAID

From odd angles of holding a shake, to showing a tub inside a blender, we shook up people's perceptions to grab attention in between the noise of the scroll on social.

PHOTOGRAPHYOOH

As the biggest bet of the year, we focused our efforts on making sure every touch point stopped you in your tracks to remind you to add a little collagen to your protein routine.