When we got in from our trips to Pixar, Blue Bottle Coffee Company and St George Spirits yesterday we discovered gifts on our bed in the form of Muscle Milk. This protein shake is aiming to expand their market and attract new drinkers who wouldn’t have considered a protein shake before.

Muscle Milk came to Pereira & O’Dell for help and the guys have come up with a fantastic execution of the brand idea: “From…To…” – illustrating Muscle Milk’s ability to transform your body shape when combined with your workout.

The first execution uses Thanksgiving as a creative springboard and gives us Sexy Pilgrim – the pilgrim who has been transformed by Muscle Milk.

It’s an entirely refreshing, highly entertaining campaign – with a refreshingly focused microsite, serving simply as a platform to view the film, download the track, share the content or become a Sexy Pilgrim – by downloading a money off coupon. As well as sampling initiatives where Sexy Pilgrims will be distributing shake gift packs, the campaign is underpinned by stunt PR initiatives – sending Sexy Pilgrims to the Today Show, Good Morning America, and the red carpet at the e Letterman show in NY as well as sending Sexy Pilgrims around with the X17 photographers in LA.

The

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