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Eric Nachman, Lauren Schuil, Justin Keeling, Nicholas Wright, Steven Weingarten, Melanie Harris High School Initiative

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Muscle Milk strategy to penetrate the High School market.

TRANSCRIPT

Eric Nachman, Lauren Schuil, Justin Keeling, Nicholas Wright,

Steven Weingarten, Melanie Harris

High School Initiative

Why Are We Here?

• 7.2 million participants of HS sports in 2006

• 80% participation increase since 1972

• Extremely brand loyal• Developing lifelong buying patterns• Capitalize on early adopters• Active and healthy lifestyle

“Develop consumers when they’re young!”

How Do We Make MUSCLE MILK a “Must Have” Product?

MUSCLE MILK All American Team

All American Team

• Recognition of best athletes across country

• All major sports included• Showcased on www.musclemilk.com• Prize packs awarded to all recipients

Branded gear Muscle Milk coupons for entire team Walking brand ambassadors

• Minimal costs to activate

http://www.musclemilk.com/

High School Powerhouses

High School Powerhouses

MUSCLE MILK Athlete of the Month

Athlete of the Month

• Encourage nominations across the country• Submissions include bio and video• Posted on www.musclemilk.com• Advertised & showcased in ESPN Rise

7,000 HS distribution >1 million readers per issue

• Prize Packs Branded gear Muscle Milk coupons for entire team Walking brand ambassadors

http://www.musclemilk.com/

MUSCLE MILK Skills Competition

Do You Have What it Takes to be a MUSCLE MILK Champion?

• Regional competitions in select locations CA, NY, FL, TX, MA, OH, AZ

• Product, coupons and branded giveaways• Muscle Milk celebrity athletes• Tournament format• Grand Prize: $2,500 scholarship

Varsity.com SponsorshipWhat’s that

Spell?MUSCLE MILK

What is Varsity.com?

• #1 cheerleading organization in America

• Over 1,000,000 participants• 90,000+ unique visitors per month*• Leverage brand recognition• Sampling teams • Elite sponsorship roster

Gatorade Asics Nike

* source: statsaholic.com

MUSCLE MILK Honor Roll

• Located at www.musclemilk.com• Interactive program• User enters personalized information• Workout plan, nutritional guide and

corresponding Muscle Milk products

• Reward system• Data collection• Market research

http://www.musclemilk.com/

Media Buy Strategywww.maxpreps.com• Nations largest HS sports website• 2.5 million visitors per month• “Every team, Every Game, and Every

Player.”www.highschoolsports.net• Second largest HS sports website• 1 million visitors per month• “My School. My Teams. My World.”

* source: statsaholic.com

http://www.maxpreps.com/

http://www.highschoolsports.net/

THANK YOU!

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