THE CREATION OF THE FIRST YOGURT FOR MEN. MANLY LAUNCHED.

An innovation where no major brand dared to go

Yogurt sales in the U.S. have doubled in the last 10 years. A former client of ours wanted to launch his own brand in a major market like New York. The challenge was that he only had $1 million…to face giants with billions.

Between design, production, and distribution costs, we had $150k left to produce and launch a campaign that would get influencers in the yogurt industry raving, buyers for the most influential stores interested, and potential consumers hungry for our product. PR had to carry the weight of our message and make a dent in the yogurt category.

We discovered that 4 out of 10 yogurt consumers in the US are men, and came up with a very polarizing idea:

Powerful Yogurt. The first yogurt for men.

A yogurt full of protein that encouraged men to accomplish one of their biggest dreams: finding those abs all men know they have inside…somewhere under there.

Our activity made a lot of noise. We designed a black packaging with 'abs', the first ultrasound machine for men to find their inner six-pack, a microsite navigable only by doing crunches, online videos, print, posters…

In just 90 days, we had met our distribution objective for the year. Sales doubled our initial estimates. We achieved over $2 million in earned media and over one million social media impressions in the first two weeks following the launch.

Teasing (2 weeks):

We teased influential bloggers such as Grubstreet.com and theatlanticwire. Immediately after bloggers picked up the story, exclusive interviews were scheduled with our “Sexist and unapologetic CEO” for Esquire and Men’s Health. We sent product samples and emails with our manly videos to show producers. PY was actively mentioned between Feb 28 and March 3: on Anderson Live, Conan, Today Show, NBC news, FOX and Redeye among others.

Revealing (1 week):

The first ultrasound for men to find their six-pack was unveiled in the world’s largest natural food product expo. Retail buyers, influencers, and consumers alike were able to see their abs. We were named one of the 5 top trends in the industry.

Core campaign (5 months):

The Abs Ultrasound machine went on a city-tour.

Scroll with Abs launched. A microsite navigable only by doing crunches generated awareness and drove traffic to the website.

We continued to distribute our humorous manly videos.

Find their abs they did. Through Facebook, everyone shared their newfound abs like a proud dad showing off his baby’s ultrasound photo, increasing our page “likes” by 50%.

Influencers helped us become one of the top five product trends at Expo West. Buyers opened their shelves: in 90 days we had met our distribution objective, with more than 300 stores in the NY area. Consumers became fans, driving monthly sales up 300% after the event. We’re closing our second round of funding at 5X the initial valuation.

All it took was $30k with a gutsy and fun idea behind it.