BRIAN A. ALAMANO
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).
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Execution:
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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
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Results:
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212+ New Accounts for Pro Series 40
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900+ Cases Sold for Pro Series 40
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52+ Full Shelves Sold
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Helped distribution partner have the highest trending month for sales in company history
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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.
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Execution:
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Create awareness and trial of Evolve through a 30-day sampling blitz,
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Results:
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Evolve was sold-in to key accounts (Target, Ralphs, etc.)
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Established new relationships with key influencers in the Orange County
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Evolve sampling teams were established in select markets
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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).
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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.
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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
