Everyone knows drinking milk helps keep your body strong and healthy. The problem is many teens and twenty-somethings continue to ignore this fact. So rather than repeat the benefits of milk to an uninterested audience we decided to show them the downside of not drinking enough milk. We created specialized products to point out to them – if you’re not drinking enough milk your weak body could use some help. And we created a unique retail store called the ‘Weak Shop’ to carry these specialty products. This campaign allowed people to interact with milk in a way they never had before.

We set up two pop-up retail locations of the Weak Shop in Vancouver, Canada. Both were in high pedestrian traffic, urban areas. One used window hoardings to simulate a grand opening. The other location was stocked with products to help people who are feeling weak because they haven’t been drinking enough milk. These specialty products included Chair Pants, Weak Mugs, Wallet Walkers and more. Infomercials played constantly inside the shop, extolling the virtues of these unusual products. Just like any other retail store, staff were on hand to explain product benefits and help with sizing. The staff also gave away milk samples (the revitalizing bonus) to everyone, whether they made a purchase or not.

So far the Weak Shop retail site has over 20,000 unique visitors. The infomercials have received over 44,000 views. There were over 340 visitors in 20 hours with the pop-up retail stores and well over 2 million impressions. Over 30 invention contest entries have been submitted. Fans have followed on FaceBook and Twitter and created videos inspired by the Weak Shop products and the infomercials.