Brother Nature’s Scandal
A concept created for Nature’s Path (SPEC)
Art by Milla Patricio & Naomi Muuzic
Nature’s Path is a natural brand that doesn’t get enough attention in the snack aisle because of junk food. How can we use culture to make natural foods more craveable?
THE ASK
Let’s prove natural can be naughty too by leveraging nostalgia as a craving that only a scandalous tabloid can satisfy.
OUR STRATEGIC WAY IN
What if eating clean felt like getting caught cheating?
THE IDEA
Have the Nature’s Path spokesperson, Brother Nature, caught eating something seemingly unhealthy on tabloids nationwide. But oh wait. It’s just Nature’s Path looking delish.
THE STUNT
THE TABLOID
Yes we actually printed the whole thing. Yes I have a copy I’ll show you if you ask nicely.
LEVERAGED PAID MEDIA
“I came on here because a lot of people are expecting me to be sorry, but I’m not. I would do it again”
THE SOCIAL MEDIA “APOLOGY”
