Frankie says “Go to Protein World”


Protein World eh?  What’s that all about?  The whole (non-protein) world – and possibly beyond – is outraged by this evil, sexist diatribe by the monsters at Protein World.  Their poster advertising is so sexist as to be, well, splutter, really really sexist.  So there.  As Father Ted would have said: “Down with this sort of thing”.

If people had read the more grown up marketing press twenty years ago they would have found Roderick White,  Editor of Admap explaining, in a ‘best practice’ paper, how to get more out of a limited advertising budget.  As I recall (it was a long time ago) he identified three proven strategies. 1) Target a very niche group.  2) Generate huge talkability (now understood as ‘going viral’ or 3) Get your ad banned.  Ahhh, now I get it.

The same used to be true for singles and the music chart – would Frankie Goes to Hollywood have been so popular if their biggest single ‘Relax’ hadn’t been banned?

They’re laughing at you.  The publicity generated by Protein World has multiplied the marketing spend many times over, probably many dozens, even hundreds of times over.  I saw the marketing Director of Protein World being interviewed on television for goodness sake.  Protein World – a brand I had never heard of until a month ago.

I say congratulations to the marketing team.  Still a bit evil though.  I know we shouldn’t be encouraging this kind of thing.  But you have to admire the marketing chutzpah.

And if you like that sort of thing, you’ll love this……



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