Launching Dope

Dope was our biggest campaign to date and our biggest ever launch. It was a controversial, head-turning and impactful campaign. The health and fitness industry - particularly protein brands selling pre-workout - is typically a homogenous area. Every brand looks the same. Every brand talks the same.

Dope was the product to make us really stand out.

The direction: Enhance performance, legally.

The idea is that Dope is so effective, it feels like you’re doping. It gives you the performance of a cheat with completely legal ingredients. Getting the balance was key for the success of the launch. It needs to be clear that Dope isn’t actually cheating - it just feels like it.

A homepage banner advertising Dope

What we did

We created two variations of assets: OOH and in-house. Out of house assets were made to grab attention, such as this billboard. We wanted something tongue-in-cheek, playful and that would get people talking.

A billboard posted in London

The in-house assets were made to assure you that Dope is actually legal. Bulk is a brand you can trust, and therefore Dope is a product you can trust.

A selection of in-house assets I created

The serving size and the tingling effect were areas that could have attracted negative feedback, so we changed the narrative.

Treat the small serving size like a shot of energy before your workout. The tingles may be uncomfortable, but it means it’s working. We turned potential negatives into positives.

A selection of motion assets

These taglines were scattered throughout the campaign to showcase the legitimacy of Dope. You can trust that it a) enhances your performance and b) does it legally.