Gymshark has teamed up with Surreal for a limited-edition collaboration, launching high-protein cereal ‘Cardi-Os’ as part of the gym brand’s wider ‘We Do Gym’ campaign.
Calling on gym-goers to make sure they don’t skip leg day – or breakfast – iconic gym wear brand Gymshark and challenger cereal brand Surreal have come together to launch Cardi-Os, a protein-packed cereal which tastes like a strawberry protein shake.
The launch ties in with Gymshark’s new brand platform ‘We Do Gym’, which launched last month and will be underpinning all of the brand’s marketing activity for the coming year, reinforcing the message that it is a gym brand, aimed squarely at gym-goers.
“We love what the guys at Surreal are doing – the mission, the product, the branding are all so attention-grabbing,” said Gymshark partnership director Calum Watson.
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“And if we can collaborate on a product that will help our community reach their fitness goals, then we’re all for it. We were born in the weights room, but this is some Cardi-O we can all get behind.”
Surreal – which recently bought back ad legend Barry Scott for a parody advert – is equally focused on its target audience, with this latest cereal boasting 13g of protein per serving.
The disruptive cereal brand is quick to point out this is as much protein as two eggs, and “tastes a helluva lot nicer”.
“Hitting the gym and hitting your protein goals have always gone hand-in-hand. Whether it’s the chugging of raw eggs, the monotony of chicken, rice and broccoli for dinner… again… or even getting that extra hit of protein from the calluses on their palms, weightlifters’ options are limited to say the least. But now they have a tastier option.”
Commenting on the partnership, Surreal co-founder Jac Chetland said: “Gymshark do gym. We do protein. Our Gymshark protein cereal is a match made in gym-heaven. We’re buzzing to be helping Gymshark’s athletes and community hit their protein goals.”
The limited-edition cereal will be available to buy online from both the Surreal and Gymshark online shops.
