{"id":30048,"date":"2026-01-08T08:34:42","date_gmt":"2026-01-08T16:34:42","guid":{"rendered":"https:\/\/presskitchen.com\/?p=30048"},"modified":"2026-01-28T14:20:57","modified_gmt":"2026-01-28T14:20:57","slug":"butter-music-and-sound-helps-power-perfect-bars-short-kings-musical-campaign-on-campaign","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-music-and-sound-helps-power-perfect-bars-short-kings-musical-campaign-on-campaign\/","title":{"rendered":"BUTTER Music and Sound Helps Power Perfect Bar\u2019s \u2018Short Kings\u2019 Musical Campaign on Campaign"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-30050\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS.jpg\" alt=\"\" width=\"1272\" height=\"677\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS.jpg 1272w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-300x160.jpg 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-1024x545.jpg 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-768x409.jpg 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-350x186.jpg 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-600x319.jpg 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-uai-720x383.jpg 720w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2026\/01\/Perfect-Bar-Harvey-Guillen-UWP-credit-Samuel-Engelking-CUS-uai-900x479.jpg 900w\" sizes=\"(max-width: 1272px) 100vw, 1272px\" \/><\/p>\n<p>Fans of Perfect Bar know to look for their protein fix in the refrigerated aisle \u2014 often on the top shelf. While that placement may be easy enough for most shoppers to navigate, actor Harvey Guill\u00e9n is pleading with the brand to consider the \u201cshort kings and queens\u201d in new work from MullenLowe.<\/p>\n<p>In an original song and music video, the\u00a0<em>What We Do in the Shadows<\/em>\u00a0star calls out top-shelf injustice with lyrics that speak to the plight of smaller shoppers who can\u2019t quite reach. Guill\u00e9n performs musical-theater-ready choreography among towering grocery store shelves, calling for change while jokingly threatening to rally his tiny troops for an \u201cadorable little beatdown\u201d if ignored.<\/p>\n<p>MullenLowe partnered with director David Shane of O Positive and Butter Music and Sound to bring the tongue-in-cheek musical to life. For the creative agency, Guill\u00e9n felt like a natural fit to deliver both the performance and the campaign\u2019s pointed message with the ease of a seasoned entertainer.<\/p>\n<p><iframe title=\"Short Kings Enter Their Protein Era\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/9SXjtgL0w2g?start=6&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>\u201cThe musical aspect of the campaign came quite naturally, and Harvey was the perfect choice,\u201d MullenLowe CEO Frank Cartagena told Campaign. \u201cHe can sing, act, dance and is so lovable that even an angry Harvey is a funny Harvey and someone you inevitably root for.\u201d<\/p>\n<p>To support the campaign, Perfect Bar has launched a sweepstakes offering limited-edition Short King and Queen stools and a year\u2019s supply of Perfect Bars. Influencer and paid social amplification will help extend the call to action across TikTok, Instagram and YouTube.<\/p>\n<div id=\"advertCentre\">\n<div id=\"c501Ad\" class=\"commercialSlot\" data-location-code=\"C\" data-sizes=\"fluid|300x250\" data-google-query-id=\"CIOW9K6u_JEDFXHdlAkdox49Ow\">\n<h3>Finding their way<\/h3>\n<p>While brand awareness played a role, the campaign\u2019s primary objective was findability, according to both the brand and agency. As the U.S. protein market continues to expand beyond shakes and traditional snack bars, Perfect Bar differentiates itself as the \u201coriginal refrigerated protein bar\u201d \u2014 a distinction that comes with its own set of unique challenges.<\/p>\n<p>\u201cPerfect Bar pioneered the refrigerated protein bar category, so our place will always be in the fridge,\u201d said Marion Delgutte, SVP of marketing at Perfect Snacks. \u201cBut it\u2019s not brick-to-forehead to think \u2018protein bar\u2019 and then go to the refrigerator. So navigating the grocery store to find us, especially with placements varying among retailers, can be a challenge for our consumers.\u201d<\/p>\n<p>The conundrum led to a straightforward brief for MullenLowe: create a campaign that helps shoppers find Perfect Bars more readily. The agency responded by spotlighting a familiar consumer experience \u2014 one that reinforces the product\u2019s location while making a specific group of shoppers feel seen.<\/p>\n<p>\u201cOnce we presented the idea to the client, they loved it and verified that this is something they hear a lot from customers,\u201d Cartagena said. \u201cWe know we can\u2019t control the location, but we can control the narrative and let customers know we get them.\u201d<\/p>\n<p>The strategy turns a retail limitation into a brand asset. Rather than fighting for different shelf placement \u2014 a battle largely outside the brand\u2019s control \u2014 the campaign leans into the challenge with humor. The sweepstakes, complete with branded step stools, extends the joke while offering a practical, if tongue-in-cheek, solution.<\/p>\n<p>For MullenLowe and Perfect Bar, the hope is that the next time shoppers wander the grocery store searching for a protein fix, they\u2019ll remember exactly where to look \u2014 even if they need a little boost to get there.<\/p>\n<p>Read full article <a href=\"https:\/\/www.campaignlive.com\/article\/harvey-guillen-rallies-short-kings-perfect-bars-new-musical-campaign\/1944466?bulletin=the-campaign-fix\">HERE<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Fans of Perfect Bar know to look for their protein fix in the refrigerated aisle \u2014 often on the top shelf. While that placement may be easy enough for most shoppers to navigate, actor Harvey&#8230;<\/p>\n","protected":false},"author":2,"featured_media":30050,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,256],"tags":[257,259,260,261,263],"class_list":["post-30048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-butter","tag-butter-music-sound","tag-campaign","tag-comedy","tag-commercial","tag-creativity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BUTTER Music and Sound Helps Power Perfect Bar\u2019s \u2018Short Kings\u2019 Musical Campaign on Campaign - Press Kitchen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-music-and-sound-helps-power-perfect-bars-short-kings-musical-campaign-on-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BUTTER Music and Sound Helps Power Perfect Bar\u2019s \u2018Short Kings\u2019 Musical Campaign on Campaign - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"Fans of Perfect Bar know to look for their protein fix in the refrigerated aisle \u2014 often on the top shelf. 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