The Challenge

Muscle Milk built its reputation as a leader in sports nutrition, but the brand often carried a heavy perception problem. It was seen as a drink for hardcore gym rats and serious athletes, not for everyday people trying to move more and feel stronger.

The Opportunity

Social and influencer culture gave us the chance to rewrite that story. By spotlighting accessibility and inclusivity, Muscle Milk could show up as a brand for every fitness journey, not just the most intense ones.

The Solution

We launched The Lifting Project, a cause-driven platform built to expand access to fitness. Over the course of a year, Muscle Milk partnered with ambassadors and fitness influencers to create beginner-friendly workouts—yoga, kickboxing, and strength sessions—online and IRL, all free to the public. To amplify impact, the brand donated to each influencer’s nonprofit of choice, tying every rep back to the communities that needed it most. Owned social content leaned into a more approachable tone, making Muscle Milk feel less like a niche performance product and more like an open invitation to move.

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