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.

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.

We created inventions for the weak to help those who don’t drink enough milk. Eleven different prototypes were developed in collaboration with an industrial designer. These included products like ‘Chair Pants,’ the ‘Support Hat’ and ‘Wallet Walker.’ These were rounded out with computer and iPhone apps. To carry these specialty products we created an online retail site called the Weak Shop and two pop-up retail locations. To market these products we created online infomercials, transit shelters ads, magazine and newspaper ads - all driving traffic to the online retail site. Every Weak Shop purchase included 2 liters of milk to help revitalize your body.