The muscle building company, Muscle Milk, is re-vamping their consumer base to a new kind of woman. They've already established the brand with women who work out, now they are making an aim at the non iron-pumping girls.
They've developed a new product, 100 Calorie Muscle Milk Light, to use as a meal replacement or on-the-go-snack.
This new drink is tailored to be this years official Fashion Week protein drink. By increasing visibility with this Fashion Week sponsorship, they are able to target fashion forward women, who by nature are usually looking to stay thin and fit.
During Fashion Week, their PR team set up a tent and had models distribute samples to emphasis the message of a low-calorie product.
Shane McCassy, lifestyle marketing manager at Cytosport which manufactures Muscle Milk said, "“Our push toward women is going to continue. 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.”
In the spring of 2010, the company plans to include a Web video series to help position the brand. They also would like to have celebrity and female athlete endorsements.
I myself find the gym a little too rough, so this product could also be useful for the fast paced lifestyle of a college student who likes to stay in shape as well.
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1 comment:
I think this is a great idea! While extreme fitness women have been using the protein boosts and muscles milks for awhile, I think the average woman tends to think of that genre of health food as something not made for her. I like that they are targeting women and opening up the male-dominated fitness food/beverage industry to everyone. Protein is very important in a human diet.
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