Muscle Milk is the N0.1 RTD protein supplement in the US. After working on the global positioning with several agencies worldwide we were then asked to develop a strategy for an impending launch in the UK. We couldn’t replicate the heavyweight endorsements of the US but saw a niche space in the crowded protein market for brand that saluted ‘everyday unsung heroes of sport’ and show an understanding of the grass roots ‘athlete’. The message was that everyone active could benefit from protein supplement and – everyone was in effect a ‘body builder’.
Contribution on global brand story, UK positioning, UK social media