Muscle Milk releases playful Thankgiving viral video

Share this content:

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.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here