Did you know that Minneapolis is one of the most fit cities in the US? Neither did we. So when Propel came out with a new look, we decided to spread the word, beginning in good ol’ Minnesota.

The 360º campaign included a competitive brand ambassador program. These real men and women jumped/ran/cycled/yoga’d at the opportunity to experience Propel's new flavors and packaging and for the chance to star in a national ad campaign.

In addition to the new packaging, the integrated campaign included print, OOH, sampling events, online videos and a splashy website redesign.

Copywriter: Lee Piper
Client: Pepsico Propel
Agency: Fathom Communications