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PRODUCT LAUNCHES & PROGRAM ACTIVATION:

TRYING NEW THINGS & MAKING DREAMS COME TRUE

Muscle Milk Recovery Grant Program

#GIVEMESTRENGTH Program

Pro Series 40 & Evolve Product Launches

Product Launches

Muscle Milk Pro Series 40 

Launched in 2013, Pro Series 40 offered consumers the Muscle Milk quality, with a higher protein content (40g).

  • Execution:

    • In order to build hype/buzz, we incorporated our Pro Series 40 launch into our 5-day summer sampling blitz (Muscle Milk Movement). Our execution in the field included: participating in sales & distribution kick-offs, in-store activations with key accounts (7-Eleven, Circle K, AM-PM), and sampling over 2,400 bottles in surrounding areas to build awareness and drive consumers to nearby accounts

  • Results:

    • 212+ New Accounts for Pro Series 40

    • 900+ Cases Sold for Pro Series 40

    • 52+ Full Shelves Sold

    • Helped distribution partner have the highest trending month for sales in company history

Evolve

Launched in 2013, Evolve was a protein shake shaped by Muscle Milk, and designed for the active woman. It offered female consumers a low-calorie, naturally sweetened, balanced protein beverage.

  • Execution:

    • Create awareness and trial of Evolve through a 30-day sampling blitz, 

  • Results:

    • Evolve was sold-in to key accounts (Target, Ralphs, etc.)

    • Established new relationships with key influencers in the Orange County

    • Evolve sampling teams were established in select markets

 

 

Program Activation

#GIVEMSTRENGTH Sweepstakes Program

Aligned with Muscle Milk's "Give Me Strength" Campaign, the #GIVEMESTRENGTH program was designed to inspire consumers to reach their 2014 fitness goals. The program offered consumers a chance to win a training session with a Muscle Milk Athlete (Clayton Kershaw, Matt Forte, Trey Canard, & Tyson Chandler).

  • For this program I presented during our program kick-off with our local sales teams & distributors to align sampling executions and communicate best practices

 

 

 

Muscle Milk Recovery Grant Program

​Every year, Muscle Milk will award Grants to high school athletic departments in financial need. These Recovery Grants, awarded in amounts up to $25,000 per school, allow athletic programs to solve immediate needs like purchasing new uniforms, replacing broken equipment, or restoring facilities in disrepair.

  • Our role in the field was to research high schools in our market-specific area and encourage athletic directors, coaches, and parents to submit entries for their schools

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