And now Protein World have demonstrated they too have balls. After the slating of their UK Beach Body Ready campaign, with backlash from certain parts of the community, including defacing of the ads, a petition on Change.org with 70k+ signatures, and even a small protest, all leading to the ASA demanding the adverts be removed (have they gone mad?).
Protein World have now gone and launched their campaign in the USA. Starting with a huge billboard in New York, now that takes balls, but its also great marketing considering their last campaign generated in excess of £1m in new revenues just from the media attention. Whether I like there advert or not, they’re sticking to there guns and coming out fighting.
There’s no such thing as bad marketing?
Why is it that the big brands in the UK are forever avoiding controversy, by refusing to react in a fun and humorous way to their competition or things that may be happening in the world around them.
They need to wake up and realise the world of marketing as we know it is changing, the days of briefing agencies 18-24 months before a campaign is ready to go live is outdated.
All brands need to prepare themselves to react to what is going on in the market place. Just because the early days of trying to make viral videos go viral didn’t work for a lot of the big brands and huge amounts of money was spent doing this, doesn’t mean they shouldn’t ignore this approach. The world is moving faster than ever – a brands only hope to stay in the game, is to be at the ready with the best ideas, the ideas that cut through and speaks to their audience in the moment.
Come on guys let's challenge everything we were taught about Marketing and grow some big bad balls.