Muscle Milk flexes its lifestyle PR arm

NEW YORK: Muscle Milk recently launched a series of PR initiatives for its 100 Calorie Muscle Milk Light beverage in an effort to extend its reach beyond female gym-goers.

NEW YORK: Muscle Milk recently launched a series of PR initiatives for its 100 Calorie Muscle Milk Light beverage in an effort to extend its reach beyond female gym-goers. This past week, the brand aimed to increase visibility with a Fashion Week sponsorship and is currently working on promotional efforts involving a pop-up gym, social media, and video seeding.

“This is really about getting that broader consumer base, going after the woman who's not so much a hardcore gym-goer, but uses it as a meal replacement or on-the-go snack,” said Shane McCassy, lifestyle marketing manager at CytoSport which manufactures Muscle Milk products.

As Fashion Week's official protein drink, the brand worked with Fingerprint Communications on sampling backstage and throughout the tents, as well as to consumers in the area. The team arranged to have models take over the window at a GNC store near the tents where they distributed samples, and installed skinny mirrors outside the tents as part of its emphasis on the product being low-calorie.

The team plans on launching a month-long pop-up health and fitness retreat in spring 2010, for female editors and influencers. Activities will be balanced for a healthy American lifestyle, including kickboxing, yoga, and cooking classes, among others, explained McCassy.

The company introduced the light version of its Muscle Milk in 2007. Its other products were traditionally aimed at bodybuilders and other regular gym goers.

“Our push toward women is going to continue,” he said. “It's a segment that for the most part is untapped and every time we're able to get in front of women it's always a huge win.”

Other plans for 2010 include a Web video series positioning the brand in the lifestyle sector, aggressive celebrity outreach and product placement, sponsorship of female athletes, and promotion and event recaps on Twitter and MuscleMilk.com.

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