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Bauer Media and ‘lo carb’ protein bars tell women to feel less guilty

Australian women should have at least one #guiltlessmoment per day, according to Aussie Bodies’ ‘Lo Carb Whip’d’ protein bars, in a campaign created by Bauer Media.

The campaign emerged from research which found one in four women feel guilty after eating chocolate, and women generally feel guilty five times a day. As a result, the protein bars are promoted as: “Low on sugar. Low on carbs. Low on guilt.”

The campaign seeks to capitalise on the guilt felt by women – 77% of women feel guilty about eating unhealthily and 82% for not doing enough exercise – by offering a solution in the form of #guitlessmoments.

The campaign will roll out across video, social, magazine creative and will also include native content.

Jane Waterhouse, general manager commercial and innovation at Bauer Xcel Media, said in a statement: “Bauer has influential relationships with high-value audiences and we are delighted to be able to create customers for Aussie Bodies by connecting their products with our audience.

“The decision to award Bauer this campaign over a larger and more established creative agency is testament to the talent, data and expertise we have in house and demonstrates the deep understanding we have of women and how to engage with them.”

Amy Huntley, Aussie Bodies marketing manager, said: “This campaign is quite a departure from those Aussie Bodies has done in the past, however the insights that Bauer uncovered are extremely powerful, and subsequently this messaging has become the central piece to an integrated campaign that includes video, social, digital, sampling, multi-level ins-tore activations and ambassador participation.”

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