Developed to problem-solve founder Paul Underhill’s dietary needs as a result of being born with Cystic Fibrosis, his creation, Rumble Supershake, was picking up speed after a successful appearance on Dragon’s Den. Our aim was to introduce the protein beverage to the Canadian market. Details on the investment deals from the Dragons were offered to the press as an embargoed exclusive, which helped secure several pieces of coverage within the first week of launching. Phase two was focused on a campaign highlighting Paul’s personal story of survival which led to the genesis of Rumble Supershake.
The Vancouver island startup was featured in national outlets including The Globe and Mail, National Post, and BNN. In a two-month period, the story of Rumble Supershake reached an audience of 1M and entered into the U.S. market not long afterwards.