By inviting consumers to compare protein shake nutritional tables
To publicize NotMilk High Protein, NotCo carried out a projection in front of the Danone building, located on busy Avenida Paulista, in So Paulo. On it, the brand displayed the phrase: “Bigger than this ad, only the amount of carbohydrate in YoPro”, along with a QR Code that leads to a video with the differences between the brands’ products.
The idea is to invite people to compare the nutritional table of Danone’s YoPro products with NotMilk High Protein, which has 3.5g of carbohydrates and 15g of protein. In addition to the message in the projection, the campaign, signed by the GUT agency, benefits from the out-of-home that will be on the city’s urban furniture, at bus stops and gym screens.
According to Fernando Machado, NotCo’s global CMO, transparency is one of the company’s trademarks, in addition to the audacity of breaking market standards to offer products that have an impact on consumers’ lives.
“Today, many people buy protein drinks precisely to have a good source of protein in their diets. Of course, there are other components in these shakes, but in some the amount of carbohydrates exceeds that of this macronutrient, which is why we decided to launch NotMilk High Protein. With the help of Artificial Intelligence, we have a plant-based formulation that allows us to have a better balance between proteins and carbohydrates, bringing a clear benefit to the consumer”, he says.
In order to help NotCo get closer and closer to consumers and take the NotMilk High Protein campaign to the next level, GUT entered as a foodtech partnership with all its expertise in campaigns around the world.
“Approximately, 48% of Brazilians do not have the habit of reading the labels of the food they buy. The campaign uses the building in front of Danone as a medium to expose the carbohydrates that they so avoid talking to consumers. more than a provocation. a message of public utility”, reinforces Julia Mota, creative director of GUT So Paulo.
