This spring, Muscle Milk is set to make waves with an empowering marketing campaign, a star-studded athlete roster, and the introduction of a new product: Muscle Milk Plant Protein shakes.
The campaign, titled “Strength for it All,” features MLB sensation Julio Rodríguez, 7x WNBA All-Star Candace Parker, and global soccer superstar Christian Pulisic. Designed to showcase the versatility of strength in everyday life, the ads highlight how Muscle Milk empowers individuals to own their strength, whether they’re hitting the gym or tackling life’s challenges head-on.
Julio Rodríguez, known for his dynamic presence on the baseball field, joins Muscle Milk’s athlete roster as a new addition. His electrifying performance during his rookie MLB season and strong second season make him a perfect fit for the brand’s “Strength for it All” campaign.
Basketball icon Candace Parker returns to star in her next campaign with Muscle Milk, continuing her partnership with the brand and showcasing her dedication to community outreach efforts.
Meanwhile, global soccer sensation Christian Pulisic brings his star power to Muscle Milk’s athlete roster. Pulisic will be featured in the campaign’s second installment launching in May, coinciding with the heart of the international soccer season. Watch below:
REELated:
Marissa Pines, senior marketing director for Muscle Milk, expressed the brand’s commitment to inclusivity and accessibility: “Our new Muscle Milk campaign shows the parallels between the inner and outer strength required for both everyday tasks and the regimens of pro athletes. As a brand that appeals to active people of all backgrounds, our goal is to make our products feel accessible for everyone.”
In tandem with the campaign, Muscle Milk introduces its first-ever plant-based offering: Muscle Milk Plant Protein shakes. Powered by 25-30 grams of protein per container, the shakes come in two delicious flavors: Chocolate and Caramel Vanilla.
Christian Pulisic will serve as the face of Muscle Milk Plant Protein, featuring prominently in the campaign’s upcoming installment launching in May. The hero spot showcases the new Muscle Milk Plant Protein shakes alongside other product options from Muscle Milk.
He expressed his enthusiasm for the partnership: “Working with Muscle Milk has been a true partnership from the start. I’m excited for fans to try Muscle Milk Plant Protein. I’ve been reaching for the Caramel Vanilla flavor after practice or an intense game.”
The ads, produced by adam&eveDDB New York, will begin airing nationwide in early April across streaming platforms, online video channels, and social media platforms.
CREDITS:
AGENCY: Adam&EveDDB
- Daniel Bonder – Executive Creative Director
- Dave Brown – Executive Creative Director
- Charlotte Frank – Senior Art Director
- Elizabeth Swartz – Senior Copywriter
- Jonny Weiss – Executive Integrated Producer
- China White – Integrated Producer
- Stu Harrison – Head of Strategy
- Tiffany Jyang – Senior Strategist
- Margaret Coleman – Head of Account Management
- Erin Brogan – Account Director
- Korina Neveux – Account Supervisor
PRODUCTION COMPANY: HB films
- Director: Matt Hoffman
- Executive Producer: John Beveridge
- Director of Photography: Mikey Van Beuren
- Line Producer: Beth Aranda
- 1st AD: Eric Small
- Production Designer: David Corey
MUSIC: Human
- EP James Dean Wells
- Creative Lead: Morgan Visconti
- Producer: Kenzo Perron
- Audio Post by Post Human
- Post Producer: Rob Suchecki
- Engineer/Sound Design: Daryl Pinsdorf
EDIT: Lost Planet
- Editor: Max Koepke
- Assistant: Madison Van Buren
- Producer: Kirsten Andersen
- EP: Casey Cayko
COLOR: Rare Medium
- Colorist: Mikey Rossiter
- Producer: Evan Bauer
- EP: Heath Raymond
VFX: Preymaker
- Angus Kneale
- Verity Grantham
- Melanie Wickham
- Clairellen Wallin
- Rob Petrie
- Adam Lambert
- Simon Holden
- Jacob Weeks
- Yashira Diaz
- Samantha Woods
- Nicholas Young
- Michelle Cevallos
- Brandon Phillis
- Christian Reyes
- Paul Cardon
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