PepsiCo’s Muscle Milk brand invented the protein beverage category back in 1998, and it has long been associated with masculine weightlifter types.
That has all changed with the brand’s new creative which stars basketball legend Candace Parker. Parker, who led the WNBA’s Chicago Sky to a championship last season, is seen in the new spot playing basketball with her daughter.
The spots, from adam&eveDDB, continue the “Own Your Strength” campaign the brand launched in 2020, with spots featuring Miami Dolphins quarterback Tua Tagovailoa (who remains a partner). The campaign has succeeded in attracting a broader audience to Muscle Milk, which saw sales climb 15% last year and household penetration grow by 40%.
This year’s campaign highlights the challenges, new routines, commitments and responsibilities that come with the passage of time, but also the opportunities to get better, grow stronger, demonstrate resilience and lead with strength every single day. Watch below:
In addition to starring in the campaign, Parker will play a key role in Muscle Milk’s first cause-based initiative, The Lifting Project, which launched this week. The Lifting Project is the brand’s first cause-based initiative, born out of the brand’s core belief in unlocking potential by pursuing both inner and outer strength and uplifting those around us.
“With the next iteration of our ‘Own Your Strength’ campaign, we recognize that strength is not just how much we lift at the gym, but rather how we uplift those around us,” said Anuj Bhasin, Vice President of Protein and Fitness Brands at PepsiCo. “Which is why we’re thrilled to be partnering with Candace Parker to launch the Lifting Project initiative. The impact of this program will not only enhance the life of one aspiring trainer; it will also impact their community by making strength and fitness opportunities more accessible.”
“I am excited to be part of Muscle Milk’s campaign and the Lifting Project to share my passion and dedication to fitness,” said Parker, basketball legend, and Muscle Milk athlete. “I’ve seen firsthand the positive impact fitness can have on a person and I’m proud to be part of an initiative that helps close the gap around access
The first activation under the Lifting Project will be finding an up-and-coming strength trainer who wants to give back to their community in the form of fitness.