March 3, 2010: EAS next week will launch a campaign for its Myoplex line of powders, energy bars and ready-to-drink nutrition supplements that goes beyond the traditional body builder/hard-core athletic audience to target a broader demographic of mainstream consumers whose lifestyles encompass health and fitness.
The EAS effort is a "call-to-action" speaking to the more than 45 million people in the U.S. who belong to health and fitness clubs or exercise on a regular basis. Including at-home equipment users, the category accounts for more than $4.2 billion in sales, according to the Sporting Goods Manufacturers Assn.
According to EAS, a divison of Abbott Laboratories, Chicago, "The sports nutrition category once catered to body builders and elite athletes. However, as more and more people interested in health and fitness gain a better understanding of the importance of proper nutrition, the category is changing and evolving more toward the mainstream."
The EAS campaign, “Power to the People,” will be anchored by two 30-second spots, "Musclefesto" and "Legs," which break March 8 on networks including CBS, ESPN, MTV and TBS. Print includes Self, Shape and Men’s Health. Online includes Google, MSN and such social network destinations as Facebook. A variation of the campaign also will appear at fitness centers and gyms nationwide. Lead agency is McKinney, Durham, NC.
EAS will also use its team of pro athlete endorsers — which currently includes NFL players Matt Hasselbeck and Larry Fitzgerald, Chase Utley of the Philadelphia Phillies and professional mountain bike rider Mark Weir — in various events and public relation activities to promote the brand and sports nutrition education. EAS has a working relationship with the NFL and MLB as well as with the Players Associations of both leagues.
The crux of the campaign seeks to introduce more consumers to Myoplex with the theme, “If you use muscles, use Myoplex. Fuel that helps repair and recharge muscles.” One print ad shows a man flexing his muscular arm with text, "Your Biceps." Alongside that is a list of things people do with their biceps, including: "Chopping Wood," "Slapping Shots," "Slamming A Dunk," "Picking Up The Ladies," "Taking Care Of Business," "Striking The Pose" and "Moving Mountains."
Another ad shows a well-toned woman from the rear and reads, "Your Glutes: How Have You Used Yours Today?" Followed by a checklist. "Have You: Walked, Run, Hit The Treadmill, Created Envy, Made A Grown Man Cry, Had A Song Written About You, Done All Of The Above." A third uses the same light-hearted tone with a focus on "Your Quads."
According to EAS, "People will see the enormous job that muscles carry out in the activities we love – running, jumping, shooting hoops, taking a walk, or wherever your passion lies – and why nutrition is an important part of repairing and refueling them properly."
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