Are you beach body ready? | Marketing

Protein World's 'Are You Beach Body Ready?' campaign was the break-out marketing story of last week, going viral across social media platforms with a social backlash against the company.

The controversial ad has caused disturbance after the billboard was featured on the London Underground, over 70,000 currently have signed a petition on Change.org to have the advertisement removed, with protesters gathering in Hyde Park yesterday to demonstrate against the campaign after claims it promotes negative body issues.

Despite the negativity surrounding the ad, controversy will always attract marketing opportunities due to the media coverage. Many brands have been using the media hype as a tactical bid to market their own product, including Carlsberg who responded with 'Are you beer body ready?'.

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