Last February, a well known dairy brand called Organic Valley released a parody marketing video to hone in on a specific target market: bros. This video advertises the company's new organic protein drink, Organic Fuel, while adding a hilarious twist. Its ad campaign is to "save the bros" by preventing them from drinking "junk" that is in regular protein drinks. This new organic protein drink is advertised as free of artificial flavoring, sweeteners, GMOs, toxic pesticides and antibiotics.
Click here for a watch of the first ad campaign Organic Valley released:
Save The Bros
In a more recent ad campaign of Organic Valley, they released a video titled "The Bronoymous Hotline". This hotline incorporates Twitter as a means to increase awareness and sales of the organic protein. Consumers are encouraged to submit their Bro's Twitter handle and explain what makes him a bro. From there, the bro is tweeted at by Organic Valley and receives a personalized video an a coupon for Organic Fuel.
Click here to see the newest ad campaign:
The Brononymous Hotline
A very funny, and engaging entrance into a target market that might otherwise be standoffish and reluctant to change. I think that Organic Valley could further their advertising by explaining more the negative impacts of regular protein drinks and further promoting what makes organic protein THAT much better, all while keeping the parody alive.
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