Insight:

It seems like women have 'stolen' the whole diet industry. Coke Diet, Fat-free Yoghurt — all of this seems 'female'.

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Idea:

It's time to turn the industry upside down and claim your own. It's time to Make It Male.

Execution:

Shape 8 — a fat-free Yoghurt — invites men to turn our 'feminine' logo into the most male thing ever... A penis. They can use our clean posters and bottles for 'artwork' and post it on social media to win a yearly supply of Shape 8.