Client: Muscle Milk
Problem: The protein supplement market is over saturated. Brands all say the same thing: get huger, faster. Supplements are associated with bodybuilding and sports. Casual exercisers feel excluded and don't want to associate with the established die-hard athletic culture.
Who: Urban 20-40 y.o. men and women. Health is important to them, but not the critical driver. Career/life experience oriented. Make the semi regular attempt to exercise independently or at a gym.
Competition: Most brands differentiate on formula USPs like flavor, mixability, and additional supplements, but generally all make the same claim. Muscle Milk, Myoplex, Optimum, and BSN are major players, though countless other brands exist.
Intended Ad Feeling: Muscle Milk is designed to fit my life, not just my exercise schedule. I can live healthier through Muscle Milk without belonging on Jersey Shore.
Honest Points: Everyone uses their muscles, adding protein to your diet helps treat them right.
Tone: Understanding hesitance, but optimistic for the benefits. Sleek and smart, but not bragging.
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