CytoSport video effort targets students during spring break

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CytoSport is running a viral video campaign to promote its Muscle Milk brand to college students during spring break. San Francisco-based agency Pereira & O'Dell, which CytoSport chose as its agency of record last June, created the effort.

The “Spring Break it Down” campaign, which launched March 12, includes a Web site with video. Visitors can share the video directly through Facebook or Twitter, as well as download its song. The initiative targets consumers interested in healthy lifestyles who are at least 18 years old.

This is the second time Pereira & O'Dell has created a video effort for the Muscle Milk brand. They created a playful viral campaign last Thanksgiving called “Sexy Pilgrim.”

The brand's tagline, “Drink. Evolve,” emphasizes that Muscle Milk can have a positive impact on a healthy diet. The brand has used the tagline for in-store marketing, as well as at sporting events and on college campuses. The theme will be used in all of its messaging through next year.

‘“We are encouraging people to have a healthy lifestyle and to stay fit by drinking Muscle Milk,” said Nikki Brown, CMO of CytoSport.

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