Idea

We introduced a (completely fictional) new line of Crunch-branded vapes that could deliver 35g of protein in a few easy drags. Crunch teased the vapes on socials the day before April 1st, then released a social ad showcasing the vapes and their launch flavor, Muscle Mist.

Results

8,500% increase in shares on Instagram compared to typical Crunch Fitness organic posts. More than 1.2 million impressions.