Vidal Partnership creates "Powerful Yogurt" brand from scratch
May 15, 2013
"Powerful Yogurt" is a brand created from scratch by the Vidal Partnership for a former client with $1m to spend, and positioned as the first yogurt specifically for men. The Greek Yogurt, which contains protein and other ingredients said to appeal to men, gained widespread mentions on national media (including from TV stars such as Conan O'Brien) and is now in 300 stores in New York.
It was marketed with a number of different tools including TV, ads, a microsite, "Scroll with abs", which men could only navigate by doing crunches. They could view pictures of women as a reward and have chance to download a browser plug-in, which allows them to navigate any other website by doing crunches.
Powerful Yogurt also developed an "ultrasound" machine that appeared to give men abs they always wanted. It was shown at the world's largest Food Expo of Natural Products and tried by 5000 people, some of whom shared their pictures on Facebook.