# Crap-Free Food Branding Dark Igloo's Branding for the Pump Energy Food is Craptastic By Marissa Brassfield | Published 2010-01-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pump-energy-food References: [behance.net](http://www.behance.net/Gallery/Like-Crap-Punching-Sandwiches/395639) & [thepumpenergyfood](http://www.thepumpenergyfood.com/sanscrap/) I love it when branding takes a [cheeky approach](https://www.trendhunter.com/trends/youll-swear-by-them), and the "crap-free" branding Dark Igloo made for The Pump Energy Food is a perfect example. Mark Miller, Dave Z Franzese and Dark Igloo have created a fun video that illustrates how [healthy The Pump Energy Food](https://www.trendhunter.com/trends/crap-smoothie) is when compared to its crappy alternatives. With the tagline "Sans Crap," this Dark Igloo branding design for The Pump Energy Food is, well, craptastic. **Implications** - What makes this ad so enticing and captivating is it takes no prisoners, as it boasts a boundary-free approach. Honest, blunt and hilarious, the marketing campaign is missing all of the [gimmicky marketing tactics](https://www.trendhunter.com/trends/scotts-protein-ball) so often seen in today's campaigns and goes straight for the heart. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 31% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Cheeky Branding:** Opportunity for brands to take a playful and unconventional approach to their branding, connecting with consumers on a more authentic level. - **Boundary-free Advertising:** Opportunity for advertisements to be honest, blunt, and humorous, cutting through the clutter of gimmicky marketing tactics. - **Minimalist Marketing:** Opportunity for brands to strip away unnecessary elements and focus on delivering straightforward messaging that resonates with consumers. ### Industries Being Reshaped - **Health Food and Nutrition:** Opportunity for health food brands to differentiate themselves through cheeky and honest branding, appealing to health-conscious consumers. - **Advertising and Marketing:** Opportunity for advertising agencies to craft boundary-free campaigns that challenge traditional marketing norms and engage audiences in a more genuine way. - **Food and Beverage:** Opportunity for food and beverage companies to adopt minimalist marketing strategies that highlight the simplicity and quality of their products, connecting with consumers seeking authentic choices. ## Related on Trend Hunter - [Playful Baked Good Branding](https://www.trendhunter.com/trends/whaoo-filled-crpes.md) - [Nutrition-Focused Protein Product Branding](https://www.trendhunter.com/trends/pure-protein-branding.md) - [Humorous Energy Drink Campaigns](https://www.trendhunter.com/trends/lucky-energy.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [No-Nonsense Snack Puffs](https://www.trendhunter.com/trends/ffups.md) - [Anti-Design Pet Food Packaging](https://www.trendhunter.com/trends/gentle-giants.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md)