RONKONKOMA, N.Y. — NBTY Inc.’s Pure Protein nutrition brand has kicked off a marketing campaign that highlights “derailers,” the often unavoidable things that can knock health-conscious, fitness-focused individuals off track.
The company said Wednesday that television spots are set to air in July. The campaign, which made its debut online in May, is headlined by a series of three commercials, titled “Kid,” “Driver,” and “Pilot.” Each whimsically portrays everyday interferences to show the importance of keeping a Pure Protein bar nearby. The campaign also includes digital and social media components, as well as public relations. The TV advertising campaign is set to launch in July.
“Despite our best intentions to exercise, eat right and stay fit, life often gets in the way,” stated Amie Testerman, senior brand director for Pure Protein. “We are humorously calling attention to this issue and encouraging anyone who’s striving towards a fit and active lifestyle to plan ahead and keep a Pure Protein bar with you to help avoid the unknown and unexpected — or as we call them, derailers.”
According to a survey of over 1,000 U.S. adults commissioned by Pure Protein/NBTY, sudden disruptions like last-minute plan changes and work demands regularly prevent people from making smarter health choices.
More than half of respondents (57%) said these “derailers” knock them off track, causing them to make choices they would not normally make. Women (61%) are more likely than men (52%) to do so. The top causes cited were last-minute plan changes (40%), work demands (29%), unexpected guests (25%) and travel delays (20%). Still, most people (54%) blame themselves for getting off track.
Of those polled, 77% think keeping a nutritious snack handy would help them stay on track with their active lifestyle. The study also asked about what Americans seek in their snacks, with two out of three people cited good taste (35%) and protein-packed (31%), followed by sugar content (29%) and ready-to-eat (27%).
To that end, options offered by Pure Protein include Pure Protein Bars, which deliver 19 to 21 grams of protein with 3 grams or less of sugar and come in Chocolate Salted Caramel, Dark Chocolate Coconut, Chocolate Peanut Butter, Chewy Chocolate Chip, Chocolate Deluxe and Chocolate Peanut Caramel flavors; Pure Protein Crunch, a new bite-sized protein snack with 10 grams of protein per serving, 5 grams of sugar and 160 calories or less, in Double Chocolate and Peanut Butter flavors; and Pure Protein Powder, which has 15 to 25 grams of protein in 170 calories or less, and under 5 grams of sugar, with such varieties as Rich Chocolate and French Vanilla.