Pure Protein, a brand made popular by weight lifters and gym-goers for its high-protein, low sugar design, launched a marketing initiative focusing on the elements of everyday life that derail consumers from achieving their fitness goals.
These “Derailers” are considered by the brand as “unavoidable things that can knock health-conscious, fitness-focused individuals off-track.”
The lighthearted campaign debuted online in May 2016, while its TV advertising campaign is set to launch in July. The campaign is headlined by a series of three commercials, named “Kid,” “Driver,” and “Pilot.” Each portrays everyday interferences to show the importance of keeping a good fuel source close by.
According to a Pure Protein Survey, those who took part asserted that Women (61 percent) are more likely than men (52 percent) to have their fitness derailed, and that the top culprits include last-minute plan changes (40 percent), work demands (29 percent), unexpected guests (25 percent), and travel delays (20 percent). A majority (54 percent) blame themselves for falling off-track.
The telephone survey was commissioned by NBTY, the maker of Pure Protein, and was conducted from May 5-8, 2016 among a national probability sample of 1,006 adults, 18 years or older, living in the continental U.S.
“Despite our best intentions to exercise, eat right and stay fit, life often gets in the way,” said Amie Testerman, Senior Brand Director, Pure Protein. “We are humorously calling attention to this issue, and encouraging anyone who’s striving towards a fit and active lifestyle to plan ahead.”
The study also rated the ideal traits Americans seek in their snacks, with two out of three people favoring good taste (35 percent) and protein-packed (31 percent), followed closely by sugar content (29 percent) and ready-to-eat (27 percent).