{"id":70253,"date":"2015-04-30T11:07:05","date_gmt":"2015-04-30T11:07:05","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/protein-world-beach-body-ready\/"},"modified":"2015-04-30T11:07:05","modified_gmt":"2015-04-30T11:07:05","slug":"protein-world-beach-body-ready","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/protein-world-beach-body-ready\/","title":{"rendered":"Ad of the month – Protein World"},"content":{"rendered":"

Pretty much every commute at the moment fills me with outrage. And it\u2019s not the usual train delays\/ overcrowding\/ tourists standing on the left of escalators getting my goat. It\u2019s the Protein World adverts currently dominating tube station platforms all over London.
\nAnd I\u2019m not alone. The towering image of a slim, tanned woman in a bikini with the words \u201cAre you beach body ready?\u201d emblazoned next to her in huge letters has been lambasted by the public and the papers alike, and you don\u2019t have to be a feminist- or even a woman- to understand why. The controversial ad for weight loss supplements has been criticised as sexist, body-shaming, and sending out the wrong message to impressionable teens. Angry hordes have been fighting back with online petitions (I\u2019ve signed), vandalism, and of course, social media rants. Beauty company Dove\u2019s even done their own parody of the ad with curvier models showing off their beach-ready bodies.
\nBut it\u2019s Protein World\u2019s response to the rage that I can\u2019t help but be grudgingly impressed with. Instead of the usual grovelling apologies spewed out by companies following a negative reaction to a marketing campaign, Protein World firmly stood its ground, replying to angry tweets by aggressively defending its stance. Responses included, \u201cwe are a nation of sympathisers for fatties #doesnthelpanyone\u201d. They even went as far as taking on the f-word: \u201csurely as a feminists [sic] Vicky, you understand that no one takes you seriously?\u201d. The pithy \u201cGrow up Harriet\u201d response to one woman has now even become a trending hashtag for Protein World supporters.
\nWhat\u2019s more they retweeted every single tweet about them, however negative. 
\nLove it or loathe it, it was a masterclass at how to turn bad press to your advantage \u2013 namely 20,000 new customers and more than \u00a31 million in revenue in just four days.  Not bad for a \u00a3250,000 ad campaign.
\nOther brands that made good out of bad:  <\/strong>
\nDomino\u2019s \u201cOur Pizza Sucks\u201d campaign: <\/strong>In 2010, fast-food chain Domino\u2019s ad campaign<\/a> acknowledged how awful their pizza was, even quoting comments from customers saying their pizza was \u201cmass produced, boring, bland\u201d and tasted like \u201ccardboard\u201d. They then went on to show how they were improving their recipes and flavours. The result? A 3.4 percent rise in share prices. 
\nWaterstones sleepover: <\/strong>Waterstones made the most of the Twitter frenzy following a Texan tourist getting locked in one of its shops by organising a sleepover in the very same flagship Piccadilly store.  Collaborating with Airbnb, the lucky 19 participants were chosen through an online competition where they had to say which book they\u2019d want to read on the night. This headline-grabbing response to what was essentially a mistake on Waterstones\u2019 part led to fantastic publicity for the brand.
\nO2\u2019s outage outrage: <\/strong>When O2\u2019s mobile network went down, thousands of its customers lost network services as well as mobile and broadband connectivity. Enraged customers took to Twitter (although how they did without any network is a mystery to me\u2026). But what could have been a PR nightmare turned to a marketing dream, thanks to the personalised – and often very funny- responses from the person manning their social media:
\nCustomer: <\/strong>@O2 F**K You! Suck d**k in hell
\nO2 :<\/strong> Maybe later, got tweets to send
\nCustomer:<\/strong> @O2 had to travel to Italy to get signal — desperate times!!!
\nO2:<\/strong> You can come back now. We’re back in business \ud83d\ude42
\nAnd our favourite:
\nCustomer:<\/strong> Oi! O2! Because of you I missed a call from my dear old mum. For that I think I owe you a pint. Ta! \ud83d\ude42
\nO2:<\/strong> Um… you’re welcome, we think. But if your mum asks, we’ll totally deny this tweet
\nAs a result, anger turned to support and admiration for the social media stalwart behind the tweets. Impressive work. <\/p>\n","protected":false},"excerpt":{"rendered":"

Pretty much every commute at the moment fills me with outrage. And it\u2019s not the usual train delays\/ overcrowding\/ tourists standing on the left of escalators getting my goat. It\u2019s the Protein World adverts currently dominating tube station platforms all over London. And I\u2019m not alone. The towering image of a slim, tanned woman in […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[448,312],"tags":[],"class_list":["post-70253","post","type-post","status-publish","format-standard","hentry","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"\nAd of the month - Protein World - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/protein-world-beach-body-ready\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the month - Protein World - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Pretty much every commute at the moment fills me with outrage. 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