Organic Valley Launches Save The Bros Campaign

Creative agency Humanaut has launched a funny social media campaign to educate consumers about the benefits of Organic Fuel, the first-ever organic milk protein shake that seeks to better the lives of the gym-obsessed, testosterone-filled bro we all know.

On behalf of client Organic Valley, the Tennessee-based agency has created Save the Bros, a campaign designed to tap into 'bro culture' and encourage social sharing online.

To launch the drink and plug the benefits of the first-ever organic milk protein shake, the work takes an irreverent look at the bros’ love for muscle building “brotein” and is aimed at the growing number of active adults who seek organic, on-the-go nutrition without the artificial flavourings, sweeteners, GMOs, toxic pesticides, antibiotics or artificial hormones often found in other ‘health’ products.

“The Organic Fuel consumer expects performance from a sports-recovery drink, not chemicals and a long list of indiscernible ingredients,” states Lewis Goldstein, vice president, brand marketing, Organic Valley, a farmer-owned cooperative of more than 1,800 family farms across the country. “There’s a disconnect with other brands that are being marketed as healthy lifestyle drinks when they aren’t healthy at all.”

The campaign also directs people to SavetheBros.com, where users can learn more about the benefits of Organic Fuel and receive a Buy-One-Bro-One coupon for a free product to share with a bro in need of clean protein. Save the Bros T-shirts, gym bags and yoga mats are also available so people can show off their support for the cause and a live Instagram focussed on ‘bro culture’ further implements the message.

“Organic Valley is an ongoing American success story and we’re thrilled they’ve given us this opportunity to help expand the brand to reach a totally new market,” adds Humanaut founder/chief creative officer David Littlejohn. “Save the Bros is a bold direction for Organic Valley’s marketing, one that will earn the attention of active adults and elite athletes who are looking for organic protein options.”

The campaign will be supported by partner sites that have a combined monthly total of more than 65 million users. The media plan includes buys on Facebook, Twitter and YouTube, and content partnerships with Upworthy and MindBodyGreen.