Muscle Milk releases playful Thankgiving viral video

CytoSport, the maker of sports drink Muscle Milk, is conducting a viral video campaign for Thanksgiving.

The effort, which launched November 19, features a comical viral video in which a partying pilgrim sings about flirting his way to the New World. The spot is running on YouTube, MySpace, Facebook and at www.sexypilgrim.com. The campaign was created by San Francisco agency Pereira & O'Dell, which CytroSport chose as its agency of record in June.

“We are a healthy active lifestyle product and often during the holidays people get off of their healthy diets, so it is good tine to be top of mind,” said Nikki Brown, CMO of CytoSport.

The effort targets 18- to 39-year-olds with an active lifestyle. It is both an acquisition and a retention campaign.

“The video has a humor that would appeal to both existing customers and new customers,” added Brown. “We are using viral to reach new and different consumers but also reinforce the message to existing customers.”

Since Pereira & O'Dell was brought on, it has helped to create initiatives at the in-store and event level. The brand's tagline, “Drink. Evolve,” emphasizes that Muscle Milk can have a positive impact on a healthy diet. This messaging has been featured in in-store marketing, as well as at sporting events and on college campuses. The theme will be the basis for all of the brand's messaging going into next year.