We built a fake bodega full of fake protein products to make people appreciate a real one.
Food & Bev
Sports
Influence
Awareness
Campaigns
Muscle Milk had just reformulated with 42g of protein and zero artificial anything, but the protein aisle was so overrun with gimmicks that a genuinely clean product couldn't get a word in edgewise.
Overview
What if the fastest way to explain "simple" was to first drown people in "chaos"?
Our approach
We built The Prodega, a satirical NYC bodega stocked with 400+ absurd "protein" products (Meat Cereal, anyone?), guiding guests through sensory overload to a secret cooler door and into a calm Muscle Milk Lounge, with rugby star and internet favorite Ilona Maher leading the way from chaos to clarity.
The results
Over two days, 1,622 guests sampled 5,160 products and 91% walked away able to name the zero-artificials formula, while the stunt landed 48 placements and 683M+ impressions in outlets including TODAY and the New York Post.
5,160Products sampled
48Placements
683M+Impressions
