SAN FRANCISCO — Muscle Milk is furthering its “Drink. Evolve.” effort with
advertising agency of record Pereira & O’Dell. The premier protein-enhanced
beverage is looking to attract market share by communicating to a younger
demographic during the month of March. The brand’s first-ever national
television advertising campaign debuted one week before March Madness while an
online video campaign rallies spring break vacationers.
“We want to maintain credibility with athletes while also speaking to mainstream
consumers such as health conscious college students and March is an ideal time
to do this. But mostly we are having a lot of fun with these campaigns and
taking the Muscle Milk brand to the next level,” said Nikki Brown, Chief
Marketing Officer at CytoSport.
The TV debut campaign titled “Just Look Good” first aired on March 8 and is
comprised of three 15-second vignettes featuring Dave, Chet and Katie who, just
by looking good, can get away with a lot. Each character has discovered the
power of incorporating protein into their diet by drinking Muscle Milk after a
workout. The campaign runs through April 7 on ESPN, ESPN2, Dish and DirecTV
networks. View the spots online at:
www.youtube.com/CytoSportInc
“We’ve had a great deal of success with online video for Muscle Milk and didn’t
want to rule out consumption of traditional media and its impact on brand
awareness,” said Joshua Brandau, media director at Pereira & O’Dell.
Simultaneously, Muscle Milk launched “Spring Break It Down”,
www.springbreakitdown.com, a humorous online music video that rolls up the best
spring break cliches in under two minutes. Set in an unidentified beach town,
the two main characters rap about their ridiculously good looks and dance moves
while enduring spring break-ups, falling asleep in the sun and airbrushed
portraits on t-shirts. The video reached 1MM views during the week of Spring
Break and continues to climb.
“Part of our overall mission in working with CytoSport is to introduce Muscle
Milk to a mass audience, so we have created campaigns that capture their
attention and relate to them through popular culture, ” said Lauren Godfrey,
Associate Creative Director at Pereira & O’Dell. People who aren’t familiar with
the idea of a protein nutrition shake might find it intimidating or think that
it’s not for them, but by using humor and the idea of ‘ Drink. Evolve.’ we are
letting them know that protein has benefits for everyone.”
Pereira & O’Dell was named agency of record for Muscle Milk in May 2009 and
recently won the media planning duties in January of this year based on their
success using viral video and augmented reality to market the brand.
About Pereira & O’Dell
San Francisco-based Pereira & O’Dell is an advertising agency heavily influenced
by the digital culture and focused on creating cross-disciplinary campaigns for
progressive marketers. Since Pereira & O’Dell launched in March 2008, the agency
has amassed a diverse client roster including Corona, Muscle Milk, popchips,
University of Phoenix and LEGO, for whom they won two Gold pencils at the 2009
One Show Awards. Pereira & O’Dell, was named Advertising Age’s 2009 Small Agency
of the Year, Western Region, based on the company’s business performance, impact
on clients’ businesses as well as industry leadership and innovation. For more
information visit the website at:
www.pereiraodell.com
Photo Caption: The TV debut campaign titled “Just Look Good” first aired on
March 8 and is comprised of three 15-second vignettes featuring Dave, Chet and
Katie who, just by looking good, can get away with a lot.
Photo Credit: PRNewsFoto/Pereira & O’Dell
Source:
Pereira & O’Dell
