Empowering Sporty Commercials
Muscle Milk's Playful Ad is Targeted at the Female Athlete
A few years ago Muscle Milk — the popular protein shake brand, switched its marketing strategy to appeal to the female consumer and in 2018, the company is still going strong with a playful sporty commercial. Dubbed 'Women with Muscles,' the ad is done in collaboration with New York-based advertising agency Mekanism and taps into American soccer player Julie Ertz to convey an inspirational message. The video focuses on women in different narratives — at the gym, during soccer practice, with kids, at a yoga class, in the office and so on. They are shown to be tirelessly working on their physique and toward a healthy happy lifestyle. The sporty commercial highlights a diverse range of individuals both in terms of age and occupation, ultimately sending an empowering message to women everywhere.
Trend Themes
1. Female-centric Marketing - This trend shows the opportunity for brands to create targeted marketing campaigns that resonate with the female consumer.
2. Inclusive Representation - This trend highlights the importance of showcasing diversity in advertising, providing an opportunity for brands to appeal to a broader audience.
3. Inspiring Messaging - This trend emphasizes the power of uplifting and empowering messages in advertising, presenting an opportunity for brands to connect with consumers on a deeper level.
Industry Implications
1. Sports Marketing - This industry can leverage the trend of female-centric marketing to create innovative campaigns that engage female sports enthusiasts.
2. Fitness and Wellness - This industry can capitalize on the trend of inclusive representation to promote diversity and inclusivity in fitness and wellness products and services.
3. Advertising and Creative Services - This industry can tap into the trend of inspiring messaging to develop impactful ad campaigns that inspire and motivate consumers.