LOS ANGELES, May 24, 2016 /PRNewswire/ -- E-hydrate, the maker of natural Protein On-the-Go, released a powerful new video aimed at turning a modern insult into an empowering message. The video was entirely written, produced and directed by members of the E-hydrate team.
"The gender stereotype of doing something 'like a girl' has been around for decades, and continues to be a cutting insult aimed at young women. We want to bring that to light and help the culture shift in the other direction by embracing the insult and turning it on it's ear," commented Erin Shirk, Outreach Director for E-hydrate. Ms. Shirk continued, "It's time for women to embrace what makes us who we are and turn the tables on classic stereotypes...this campaign from E-hydrate does just that."
Branded empowerment campaigns are nothing new, but E-hydrate thinks the story isn't close to being complete. In the video, Muay Thai fighter Sarah Purdum refers to common stereotypes stating, "You've probably heard the saying, you throw like a girl, or, you run like a girl. Me...I fight like a girl." Sarah continues to train on a punching bag with fierce and accurate blows - noting that E-hydrate gives her an edge to help her "fight like a girl."
E-hydrate is launching an integrated media campaign centered around the video, which includes television, digital spots on YouTube and other social media content and advertising. A group of female influencers - from a wide range of backgrounds, including sports, family life and entertainment - will be joining the campaign.
E-hydrate's great-tasting, natural products target health-conscious, on-the-go consumers. E-hydrate's natural products are available in convenient single-serve packaging, including the Protein On-the-Go patent-pending pouch - which becomes its own bottle when water is added. Just fill, shake and go!
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