Propel is continuing the momentum started last summer when it promoted the reformulation of its electrolyte-rich flavored water product with fitness events surrounding trendy exercises in New York City and Los Angeles. This year, Propel is relaunching its Co:Labs fitness events, tying in live music and a fresh collaboration, and punctuating the season with the first Propel Fitness Festival.
The program launched April 12 at Spring Studios in Manhattan with a “first look” featuring brand spokesperson and singer-songwriter Jessie J, who appears in the brand’s marketing and in television spots that aired in April. The event offered a peek at the new brand campaign surrounding the messaging Let’s Get Ugly, about stepping up workouts and forgetting about looking Instagram-ready in the gym; as well as Propel products in the pipeline, Yoga for Bad People and L.A.-based Prevail boxing sessions, and concluding with celebratory cocktails.
The Co:Labs fitness events are expanding this year and will pop up in Miami (May 16-17) Denver (June 6-9), Chicago (June 20-23), New York City (July 10-11) and L.A. (July 14; July 29-Aug. 2, Aug. 5). Consumers can pre-register for the free classes, which are taught by influential instructors at each city’s trendiest fitness studios and gyms. Some of the workouts include high-intensity cardio, dance fitness and tone-building. Each workout will be paired with a live local dj set to boost the experience. The coast-to-coast program will culminate with a two-day weekend festival in L.A. August 11-13, featuring live music and fitness instructors from across the country.
“We learned that there was a lot of latent love for Propel, however, the brand was no longer top of mind,” says Gina Hardy, senior marketing director for Propel, on the inception and evolution of Co:Labs. “In addition, we had lost some of our association with fitness and had skewed too general lifestyle. As a result, we established the Co:Labs to help us drive awareness and return to our fitness roots by bringing a one-of-a-kind workout experience to local markets.” Agency: Invisible North, New York City.
Gallery: Propel Invites Consumers to ‘Get Ugly’ at Co:Labs Fitness Events