Fitness Studio Disguises Free Club Passes As Junk Food

Fitness Studio Disguises Free Club Passes As Junk Food
Advertising

Tight Club fitness studio hid branded goods at grocery stores around Vancouver to encourage shoppers to change their habits

Ivanha Paz
  • 1 march 2018

Tight Club, a fitness studio in Vancouver, delivered a quick and engaging campaign to keep people from dropping their wellness resolutions and change their relationship with food toward a healthier, less restrictive one. The company left branded soda cans, bags of chips and candy bars, designed with creative agency Rethink,  on grocery shelves around the city. Customers who grabbed them found they were good for a free session at Tight Club.

The packaging contained the message, “Change your relationship with food and fitness with one free session at Tight Club.” Soda was renamed “Carbonated Defeat,” while the candy bar was labeled “Sugar Crash” and the bag of chips called “Salted Regret.”

Tight Club | Rethink


Lead Image: Tight Club via Instagram

Tight Club, a fitness studio in Vancouver, delivered a quick and engaging campaign to keep people from dropping their wellness resolutions and change their relationship with food toward a healthier, less restrictive one. The company left branded soda cans, bags of chips and candy bars, designed with creative agency Rethink,  on grocery shelves around the city. Customers who grabbed them found they were good for a free session at Tight Club.

+advertising
+Compelling Packaging
+Design
+fitness
+fitness / sport
+Food
+Grocery
+junk food
+packaging
+packaging & product engagement
+Packaging & Storytelling
+retail
+sport & fitness
+vancouver
+wellness

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