Urge BUILT Puff to Cancel Its Inappropriate Ads

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BUILT Puff offends conservative parents in one of its latest marketing campaigns with the use of implied profanity. Designed to disrupt the crowded protein snack market, creative director Marcus Thomas states, “The campaign captures the reaction consumers have when they try a BUILT Puff Protein Bar for the first time.”

While using child-friendly, animated marshmallow characters, BUILT hopes to prompt the response, “What The Puff?!” when consumers learn that the low-calorie bars are packed with protein.

Of course, the implied word is easily identified.

Featuring the Brownie Batter and Cookie Dough Chunk flavors, BUILT hopes to set itself apart from other protein bars as the only one with a unique marshmallowy texture, seen more as a “reward” than a healthy snack option.

Foul language (or implication of it) is not rewarding in this or any advertisement. Everyone knows children repeat what they hear. BUILT Puff should be more responsible in its marketing decisions.

Families have every right to expect advertisers to respect children and support decency rather than push the boundaries of what is acceptable in the living room.

BUILT Puff deliberately chose to produce controversial advertisements rather than wholesome ones.

Parents and consumers can send a strong message that they will not reward companies that choose edgy, suggestive content over responsible marketing.

Let BUILT Puff know that, as a parent and a consumer, you are disgusted by its recent marketing choices.

If you agree that this new marketing campaign is inappropriate, please sign our petition urging BUILT Puff to cancel these commercials immediately.

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