Bringing the thunder to FITAID
They came to us with a problem. We came to them with Morpheus holding a red can and a blue can. Case closed.
Stop selling performance.Start being funny.
FITAID’s category is crowded with brands shouting about ingredients, electrolytes, and "elite performance." The actual person drinking the can doesn’t care. They’re scrolling between sets, looking for something funny.
So we stopped writing copy that explained the product. We made jokes the product could sit inside of: Absurd images for instant LOL's alongside text-first editorial that reads like dictionary pages, fake Google reviews, and overheard gym dialogue.
The unifying logic: every post had to make sense on its own. No caption-dependence. No "swipe to learn more." If the image and the joke didn’t land in .5 seconds of stopped-scroll, it didn’t ship.
Pop culture
Gollum, Homer, Terminator: beloved characters caught in the act of being FITAID drinkers. No explanation given.
Gym myths
Three-part myth series, each post a one-liner. "Originally called Hunkfruit." Most-screenshot series of the month.
Fake reviews
Five-star Google reviews from customers with bad-pun names. The format does the work. The names sell it.
The receipts.
First-party data, April 2026. Three metrics that moved the needle: engagement, follower growth, and DTC conversion lift.
Overall account engagement vs trailing 90 days
Instagram, 1st-party
Follower growth rate vs prior month
Net new follows
DTC conversion lift on social-attributed traffic
Shopify · Meta attribution
I almost peed my pants when I started seeing the new tent Loose Cannon was pushing out.
Skyler Skylerson
Some dude that
