01. 31. 2018ARTICLE

Bulletproof makes it easier to be you—only better


The “You. Only Better.” integrated campaign introduces the brand and the launch of its ready-to-drink product to a new target audience.

Bulletproof 360, creator of its namesake ‘butter coffee’ and other cutting-edge food and nutrition products, approached creative agency Tether to promote Bulletproof Coffee Cold Brew, its first ready-to-drink coffee product intended to help the brand expand its consumers beyond its core base of biohackers and fitness enthusiasts. The “You. Only Better.” campaign unveiled this month showcases how Bulletproof Coffee fuels your mind and body so you feel like you—only better—with scenes of relatable people feeling their best.

Launched exclusively at Whole Foods Markets and Bulletproof.com, Bulletproof Coffee Cold Brew offers consumers the functional benefits of the original recipe (Bulletproof coffee beans, Brain Octane® oil and grass-fed butter) in a convenient grab-and-go bottle. The product launch offered Bulletproof the opportunity to reach a wider audience of health enthusiasts with a simple, memorable explanation of how Bulletproof Coffee can fuel both their body and brain with steady, all-day energy.

“Bulletproof is on a mission to radically improve its consumers’ lives, so we needed a partner with radical thinking,” says Bulletproof Director of Marketing Michael Campi. “Tether helped us demonstrate what it means to be Bulletproof in an engaging way that will move the needle for the brand.”

Capitalizing on the new-year mindset and the quest to seek self-improvement, the campaign focuses on how Bulletproof Coffee Cold Brew helps drinkers become the best version of themselves through realistic, aspirational (and sometimes quirky) scenarios of people feeling greater energy and focus. You’re still you. Only better.

Creative elements include:

  • Four 15-second online videos promoted across social channels such as Facebook, Instagram and YouTube: “Vacation You,” “K2-Conqueror You,” “MVP You” and “Boy-Band You.”
  • Three Pandora radio spots: “Work,” “Elliptical,” and “Dance Floor.”
  • Out-of-home media such as bus wraps on targeted routes passing Whole Foods locations in Los Angeles, as well as wild postings and chalk stencils outside stores and fitness locations.
  • Digital banners and social media ads targeted to consumers in Los Angeles, Chicago and New York.

“We’re advertising in a category that’s overcrowded with wildly aspirational claims and imagery,” explains Paul Huggett, Tether Creative Director. “We just wanted to do something different. The quest for self-improvement doesn’t have to be taken so seriously.”

The campaign will run through June 2018 and target audiences in Los Angeles, Chicago, New York and social-media users nationwide.

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