Organic Valley want more people to discover their organic protein drink which is guaranteed free of GMOs, antibiotics and synthetic hormones. To do this, they launched savethebros.com, where you can create a "custom bro message" complete with your choice of gold chains or trial tattoos to tweet at your bro, tipping him to try Organic Valley. Because you want to give your bro food advice without the "do you even lift?" question thrown back at you.
Now, so far, I get it, however, since the target for this high protein drink is the very crowd they are making fun of in this ad, I don't really see how this will be successful? Then again, perhaps this isn't even intended to speak to a bro at all. I live near a man who is seriously built like Belgian Blue bull, "majestic creatures" to borrow a phrase from this ad, and he as well as all my other lifting pals have one thing in common, they're really picky about their protein, to the point of having their own brands of shakes. Making fun of that target will not have those consumers running for your protein shake. Perhaps the idea here is for ironic pencil-necked millennials to share the laughs and then secretly start drinking it, hoping that somehow just by consuming the product they won't look like that Pot Noodle guy in the end. I feel like I've mentioned this before, but insulting your consumers really isn't a good idea. This is how I know the pro-Bro's aren't your targeted market here.
Client: Organic Valley
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I'm so tired of the fake PSA execution. Especially when it's a half hour long. I give them props for keeping the logo till the end but they were having so much fun making fun of a demographic that actually could use their product, they kinda forgot to sell it to me for most of the spot. Also, I'm fairly certain Justin Bieber could sue for their using his name unless they somehow managed to get permission which I doubt.
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PermalinkI agree, that Fake PSA idea is older than dirt, and WHOAH when I saw that name I assumed it was spelled differently to avoid lawsuit. Obviously not, and that's kind of an unnecessary risk. As is alienating potential target market.
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PermalinkSounds like a case of Bro Envy to me. Reminds me of an ad for Planet Fitness with an Arnold Schwarzenegger-type who repeats "I
picklift things up and put them down" again and again. Did that work for them as an advertising strategy? No idea.- reply
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