Sunshine Dairy Foods is a Portland institution that wants to launch a new protein-enhanced milk. Baristas are known to fly Sunshine products to other countries for latte competitions and they are a staple in many of the best local businesses, because of their superior taste and the care they take in their product. However, because of Sunshine Dairy's signature cold bowl pasteurization technique, their product spoils faster and they aren't allowed to use plastic caps on their packaging, which indicates an ultra pasteurized product. How is an artisanal Portland brand supposed to launch a protein milk in a gable top carton that expires way sooner than a protein milk?
Protein powders are the condoms of the dairy world. There is a sense of embarrassment and shame, as well as negative connotations associated with you if you're seen in the express lane with products called "MUSCLE MILK" or "REAL GAINS" or anything of the like. And why are all protein supplements the food equivalents of Axe Body Spray? People use protein for a variety of reasons. To stay full, to replace a meal on the go, to support a recreational sport, or to nutritionally supplement their diet. Protein milk isn't just for gainz.
Muscle Milk can have the meatheads. Sunshine Dairy is going after the closet athletes. Our campaign #iamnotashamed aims to appeal to a generation of millennials who fuel the experience economy; those who have the time and disposable income to spend on recreational activities. From aerial yoga to roller derby, #iamnotashamed breaks stereotypes of people who exercise for fun and encourages consumers to engage with a brand that is quintessentially Portland. We decided to call the two sizes of the product, Tall Boy and Shorty. We had to strike the perfect balance between Portlandia-grown and mass market, because while Sunshine is an artisanal brand, being a dairy product in the fitness world sets it apart from vegan juices and the plant based endurance community. Playing off of the beer community evokes a sense of fun and leisure, without the brand being perceived as taking itself too seriously.