'Beach Body Ready' Campaign: PRFail or Branding Win?

UK brand raises the unanswerable question once again.

Once again we face the eternal dilemma: is all publicity really good publicity?

The UK’s Protein World — which is a company selling dietary supplements that are about as close to “healthy” as your standard bag of chips — is the latest party to test that rumor.

As reported on our sister site AdFreak (and many others) today, the company won lots of negative attention for its in-your-face campaign under the tagline “Are You Beach Body Ready?” The Guardian noted that a “mass demonstration” has been planned for the weekend.

Many responded to the campaign with humor:

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