PROTEIN REVIVAL

Starting the Aussie Bodies relationship in 2005, we soon took on a number of the Health Brands products including Kidscare, Abundant Earth and Simple. We have worked closely with Health Brands to develop brand strategy, planning and positioning across all mentioned brands.

PROTEIN REVIVAL
Protein Revival is a high protein flavoured milk drink. It is well established in the Australian fitness market as a post-workout drink to aid with muscle growth and recovery.

Because protein is also known to increase endurance, Aussie Bodies saw an opportunity to target a new market; ordinary guys looking for a great tasting drink to fill them up and keep them going.

With brand awareness low, the New Zealand market was a great place to trial the new product message.

The resulting TVC titled ‘Lab Rats’, shows an oversized pack of Protein Revival being drip-fed to two guys in tight fitting tracksuits under controlled laboratory conditions. It’s later revealed that the laboratory is in fact a rat cage, run by gigantic scientist rodents.

It’s a fun way to deliver a serious product benefit to a target audience that don’t take things so seriously.

television