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Protein shakes are stereotypically found in the hands and \u2019grams of gym and fitness influencers. Muscle Milk is out to put an end to that.<\/p>\n
The PepsiCo brand has been using the tagline \u201cOwn Your Strength\u201d for years and primarily targeting people with \u201cintense weight-lifting regimens,\u201d according to Marissa Pines, senior marketing director for PepsiCo\u2019s Gatorade portfolio, which includes Muscle Milk. In its latest campaign, the brand pivots to a new tagline: \u201cStrength For It All.\u201d<\/p>\n
\u201cAll sorts of consumers are looking for more protein in their diet,\u201d Pines told Marketing Brew. \u201cThey may be a pro athlete, or they may be super early in their fitness journey, or they may not be using it for working out at all\u2026We want to make sure that Muscle Milk, as a brand, is approachable.\u201d<\/p>\n
Pro-file: <\/strong>Muscle Milk is embracing an \u201capproachable for anyone\u201d brand persona these days, Pines said, but that doesn\u2019t mean it\u2019s abandoning athlete starpower. The \u201cStrength For It All\u201d campaign, which started running on TV, online video, and social on April 1, features Las Vegas Aces forward Candace Parker and Seattle Mariners center fielder Julio Rodr\u00edguez, with additional creative featuring US Men\u2019s National National Soccer Team captain Christian Pulisic coming this May.<\/p>\n The pro athletes lead the ads, but the creative also depicts everyday people working out, playing with kids, or both, in the case of the shot of a woman running while pushing a stroller in the spot starring Rodr\u00edguez.<\/p>\n