Propel: The Joy of Working Out

Building on the success of our previous work with Propel, we knew encouraging consumers to move to an active lifestyle wasn’t enough. We needed to help them discover the Joy of Working Out! To help a wide and diverse audience rally around this goal, we developed and managed a multi-market, multi-month tour and 360 campaign designed to nudge consumers towards a more active lifestyle and get them to engage with, share with, and, of course, sample Propel. To engage a diverse community with accessible fitness programs, we prioritized localized activations that got people moving and sipping and a digital hub full of engaging brand and UGC content featuring the brand’s #JOWO that provided a platform to engage with each, proving Propel had an authentic role to play in consumers’ wellness journeys.