"We're always trying to educate people about what our product is and getting people past the gym connotation of the product," said Shane McCassy, lifestyle marketing manager for CytoSport, which manufacturers Muscle Milk. "And also, for us, it's about reaching a consumer that historically we have not spoken to and stepping outside of our comfort zone and our box and really going after that much broader consumer."
Online, Muscle Milk has its "Sexy Pilgrim" Web site and is using Twitter, Facebook, and YouTube to promote the video and campaign. It is also working with celebrity and athlete partners, asking them to talk about the campaign and the drink as well. Muscle Milk is working with AOR Fingerprint Communications on this campaign, including media relations that targets lifestyle and celebrity outlets.
"In major markets like New York, Los Angeles, Washington, Chicago, and Boston, we actually have 'Sexy Pilgrims' out delivering Muscle Milk and special packages to people," McCassy said. They are reaching media outlets and TV talk shows like the Late Show with David Letterman, where the crew caught up with Twilight star Ashley Greene.
"On college campuses in our major markets, we've passed out over 10,000 Sexy Pilgrim T-shirts," McCassy added. "The kids themselves are such social networkers by nature, it's a great tool for the viral aspect."