Aussie Bodies tells women 'it's time to let go of some of the guilt' in latest work via Bauer Media

Aussie Bodies pic (1).jpgBauer Media has created an integrated campaign for nutrition company Vitaco after winning a competitive pitch against a global advertising agency.

Vitaco awarded Bauer the launch campaign for its new Aussie Bodies Lo-Carb Whip'd bar based on an insight that on average, one in four women feel guilty after eating chocolate. Bauer's Brand Xperience team led the successful pitch and generated the insight based on their research findings of things that women feel most guilty about.

VIEW THE NATIVE CONTENT VIDEO
Targeted at women aged 25 to 45 with busy and active lifestyles, the campaign has been designed to raise awareness for the Lo-Carb Whip'd bar variants and convert customers through trial.

The positive and empowering creative, which was produced by Bauer Creative Studios, centres around how Aussie Bodies Lo-Carb Whip'd bars give women one less thing to feel guilty about with a call to action, 'Aussie women, it's time to let go of some of the guilt'.

The campaign includes video, native content, social media and magazine creative and will run across Bauer's portfolio of premium and trusted brands. In addition, the bars have been reviewed on TrialTeam.com.au - Bauer's newly launched product review website.

Says Jane Waterhouse, general manager commercial and innovation at Bauer Xcel Media: "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."

Says Amy Huntley, marketing manager, Aussie Bodies: 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 instore activations and ambassador participation."

To view the sizzle reel click here.

6 Comments

Sally said:

Not of the most patronizing least creative least engaging things I've ever seen. Further I've already forgotten what the bar was called completely unbranded. Colossal waste of money. Screams client does not get marketing and how it works. Worse it says the same for the agency that did it.

Missed opportunity said:

Now if they had've used Mitchell Pearce and that dog and the bar giving him more energy, it would've had a bit more life about it.

Ouch said:

Wow that's truly awful

Beige said:

It's remarkable. Like they just printed out the brief and asked some part time actors to read it out loud. Bland, un-engaging, unimaginative digital landfill...

Feelings said:

I feel guilty for watching that to the end.

Feel guilty said:

"Hey Australian women, it's me, Conventionally Attractive Woman who wants to talk you with my Authentic Tone of Voice TM.

Are you tired of feeling guilty? The company that paid me to say this's research says you are, mostly about the food you eat and the way you look. Do you ever get the sense that guilt might be the product of cynical marketing ploys and exploitative media companies? Do you find it strange that, instead of the company admitting they realise this telling you that you shouldn't feel guilty, I'm going to cheerily tell you that you can minimise SOME of that guilt, for a fleeting moment, by buying this product that was developed to exploit that guilt? Does it irritate you that instead of even attempting to conceal this intention, or make this 'Branded Xperience' charming in any way, this 'native content' will lazily explain our brief hoping you won't notice or care? Will this make you feel angry, maybe even disrespected? Did we mention this won't make you fat like chips/chocolate do? Remember when I mocked that woman for eating organic food? I am just like you! This is empowering! I GET YOU! Are you listening?"


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