Traveling with creatine powder can cause more than one uncomfortable moment in airport control systems. The nutritional supplements brand AG1 is aware of this and has turned this context into the insight of its latest advertising action, which plays with the similarity between the compound and some narcotics, such as cocaine, and the security processes to which passengers are subjected.

The brand has deployed a series of eye-catching creatives on the outdoor advertising displays at the airports in Denver, Austin and Seattle, in the United States. Specifically, it has placed its advertisements on the control trays and on screens at different points in the terminals.

They ask questions like “Is your creatine travel routine raising suspicions?” or “Is your self-packaged creatine causing delays?”; and both questions are accompanied by the phrase “There is a better way.” And the objective of the advertisements is to publicize the single-dose sachet format of AG1 Pro, the brand’s improved formula.

The brand has placed its message in a relationship point with the product that can generate friction for its target audience and has proposed a practical and comfortable solution, thereby positioning itself as a brand that listens to and meets the needs of its consumers. Furthermore, AG1 enhances its differentiation within the supplements category by making innovative use of media and supports, and by betting on a daring and casual tone.

Paulie Dery, Marketing Director of AG1, spoke about the campaign on the Breaking and Entering Media podcast, and assured that it works because it is based on a legitimate and authentic insight, and communicates a product that solves a real customer problem. “We could have talked about the benefits of the product, which is what others usually do, but we focused on telling the truth behind the travel routines. The key here has been to personalize the message to each location and medium“, he noted. “We seek to raise the standards of the category and we also do this through brand building and advertising.”.

The action was carried out a few months after AG1 announced the actor Hugh Jackman as a global ambassador, who has been an investor in the brand since 2021. To communicate this, it also opted for humor in the “Good morning, Hugh” campaign, which highlighted the contribution of supplements to daily routine and physical well-being.