Organic Valley Introduces "Brononymous Hotline"

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Organic Valley has launched a sequel to its hit “Save the Bros" campaign with new work from creative agency Humanaut

a href="http://www.organicvalley.coop/">Organic Valley has launched a sequel to its hit “Save the Bros" campaign with new work from creative agency Humanaut. The integrated social campaign seeks to educate consumers about the benefits of the company's Organic Fuel milk protein shake with the "Brononymous Hotline,” an anonymous Twitter outreach program aimed at encouraging bros to switch to a delicious, simple and healthy protein drink made with organic milk.

"We’ve helped save millions of bros, allowing them to continue making meaningful contributions to society, such as fist bumps, flexing selfies and sleeveless fashions," Organic Valley’s spokeswoman says in a long-form video that can be found on social sites, such as Facebook, Twitter and YouTube.

The two and a half minute video directs concerned citizens to SavetheBros.com, where they can address their buddy's brotein problem. Pals can anonymously help a bro by entering his Twitter handle and selecting from a number of reasons why he's worth saving, such as his knack for perfecting the art of hair sculpting or preserving the ancient art of tribal tattoos. There are seven videos in all and each tags with "Please protein responsibly." The Brononymous Hotline will then Tweet at your bro with a personalized video and a coupon to try the 26 grams of organic protein in Organic Fuel. And he’ll have no freaking clue who it came from!

The original “Save the Bros” video, launched earlier this year, celebrated bro culture while cautioning bros about the artificial flavorings, sweeteners, and unpronounceable additives that often lurk inside protein drinks. The video went viral and helped a bunch of organic farmers own the internet. The video received more than 6 million views, created 100 million PR impressions and was voted Adweek's Ad of the Week.

According to June 2015 IRI data, 11oz. Chocolate Organic Fuel is now the #1 selling protein drink in the natural channel. The Organic Trade Association reports that sales of organic food products in the U.S. jumped 11 percent to $35.9 billion in 2014, and four in five American families (83 percent) choose to buy at least some organic food.

Organic Fuel is available in natural food stores, major grocery chains and LIFETIME gyms across the U.S.