• by Fern Siegel , January 5, 2023

Planet Fitness, one of the largest health and fitness brands in the U.S., has launched its “Defeat Low E, Find Your Big Fitness Energy” campaign to help Americans combat low-energy with fitness.

The Barkley agency handled creative.

The gym company is committed to helping people find Big Fitness Energy — via unconventional methods. The company is currently offering $1 down and $10 monthly, cancel any time. The deal ends Jan. 12.

Some 89% of those polled in a December 2022 market research study said they would give up something they value to have high energy for a year. That includes online shopping for a month (40%), social media (36%) caffeine (33%) and sex for a month (33%).

Given that reality, Planet Fitness kicked off a parody campaign of national TV spots, an out-of-home takeover of New York City’s nightlife scene, Low E Home Test Kits and a hangover cure to market their workout option.

“In a category that’s known for its seriousness and faux-inspiration, Planet Fitness does something totally different: It leans into light, hilarious and sometimes absurd moments, with the intent of turning down the pressure on a consumer that can be intimidated by fitness and its exclusivity,” said Katy Hornaday, Chief Creative Officer at Barkley.

“A ridiculous pharma parody was the perfect invitation to drive Planet Fitness joins, and a great way to break through the clutter of emotional messaging that surrounds consumers in the new year. Humor helps lower the pressure,” she added.

Barkley’s client work includes Missouri Lottery, Red Lobster, Taco Johns’ and AMC Theaters.