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Male Gen-Z, Millennial Media Opps: Muscle Milk releases fresh creative work amid spend decreases

Muscle Milk (MM) recently released three new 15-second video ads as part of its "Own Your Strength" campaign. The spots feature NFL quarterback Tua Tagovailoa and WNBA star Candace Parker. It will be supported across broadcast TV, digital and paid social. MM worked with creative shop adam&eve on the campaign. Reach out to MM's DMs for more information because there may still be time to score some extra campaign ad dollars. 

Per Pathmatics, MM earned 390.9m impressions in 2021 through desktop video ads (46%), Instagram ads (34%), Facebook ads (16%), desktop display ads (2%) and mobile video ads (2%). It placed the majority (99%) of these ads site direct onto sites such as youtube.com, instagram.com, facebook.com, hulu.com and amazon.com. It placed the remainder (1%) through multiple indirect channels onto sites such as yahoo.com, amazon.com, hulu.com, finance.yahoo.com and buzzfeed.com. It spent just $35.7k on digital display ads YTD, compared to $300.2k spent in this channel during the same time period of 2021. Full-year spend fell by 44% from $8.1m in 2020 to $4.5m in 2021. 

According to iSpot, MM spent around $1.2m on national TV ads YTD, the same amount it spent during the same time period of 2021. Full-year spend dropped by 44% from $8.6m in 2020 to $4.8m in 2021. This year, it placed ads during programming such as "NBA Basketball," "Ridiculousness," "Friends," "La Rosa de Guadalupe" and "Rick and Morty." 

Sellers-- MM primarily targets Gen-Z and millennial men. The brand allocates the majority of its marketing budget towards national TV and digital display ads. It significantly decreased spend across both channels in 2021, and it has continued decreasing digital spend so far this year. It also invests in OOH ads, per Kantar. I predict MM will increase spend, considering it just launched a campaign. Sellers should reach out soon to offer last-minute campaign ad space.  

Agency & martech readers-- MM worked with Switch. You can try offering project-based assistance for the best chance of picking of some of MM's business.