This blog has previously celebrated the marketing genius of Protein World. Last year they harnessed the outrage of the chattering classes, shooting from obscurity to become a household name on a marketing budget of five and a half pence .
It’s debatable whether they actually set out to achieve any of this with their fabulously outrage-ready poster on the London Underground – ‘Are you beach-body ready?’
Either way, they were laughing all the way to the bank and very sensibly, they’ve followed up by building on the theme. This year they will be sponsoring Geordie Shore and Ex on the Beach. I’m not a regular viewer of these series but I do have teenage children so I’ve picked up the basics: I’m assured that hot women (and men) wearing very little figure prominently. Bikinis? Tick. Flesh? Tick. Sexual tension? Tick Tick Tick. Outrage? Meh.