If you pick up any current muscle magazine you’ll likely to see the new ad campaign from VPX Sports advertising MUSCLE POWER. The ad has a number of people talking but is it for the right reasons? Some would say any publicity is good publicity. It’s not often people talk about supplement ads, as they generally all look the same. This ad certainly doesn’t look the same but is that a good thing?
Taking on an industry leader in advertising is nothing new. Coke vs Pepsi. Bud vs. Miller. Ford vs. Chevy. VPX has taken that approach with their ad directly targeting Muscle Milk. Industry leaders (which Muscle Milk is and has been) are used to other brands targeting them. How they are being targeted raises some questions.
VPX ad targeting Muscle Milk.
The ad shows a baby nursing on a mother’s breast with the copy reading, “Muscle Milk is for Babies. Muscle Power is for Men!” I’m far from a prude but personally, I find the ad offensive. In my opinion, using an image of a nursing baby to sell your product shows lack of creativity. If Muscle Milk is for babies and Muscle Power is for men, what about women?
VPX also takes a risky move in their package design. The fonts and the packaging itself look very, very similar to Muscle Milk. I understand there are only so many packages that can be used for drinks but the design and look of it has free reign. One can only assume this is an attempt to cause confusion for the consumer. The ad shows the two products side by side and furthers my point.
Page 2 of the new MUSCLE POWER ad.
I’m not a math whiz but how can you have “600% Less Sugar”? If you said 1/2 as much or 1/4 as much ok but what formula is used to support a claim of 600% Less? I’m just ask’n. Don’t forget there is 200% more Fiber. Great so if I am reading this right, it won’t taste as sweet and you’ll being looking for a toilet twice as much.
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I don’t find it offensive; it’s just targeted towards men. For instance, should a guy be mad that Tight Curves is targeted towards women and not men? No. I think it’s a but dumb though, that they are leaving out such a large demographic (the women). Plus, the ad isn’t very creative. And as you said Isaac, the numbers seem a “tad” inflated, lol.
True it is targeting men but I found the image offensive and I’m a dude. I’m curious how women feel about the image since they are the ones being used to further the product yet are alienated with the message.
No, I don’t think anyone should be upset over how a product’s demographic but rather how it is advertised and marketed is my point.
First of all, I don’t mind breastfeeding. I think it’s great, it’s natural and best for the baby. So it’s not the image itself I find offensive, but rather the USE of the image. Yes, the add is targeted at men, so yes I’d assume there would be some sort of sexual innuendo involved… However, to take something as natural and precious as a nursing mother and child and use that to solicit a product that has nothing to do with a mother or child… just plain WRONG.
I think the ad is fantastic. As far as alienating women, that’s hardly a factor. Many women might actually be MORE drawn to the product if they think it’s more hardcore. They’re just targeting a certain demographic. People being “offended” by the ad is probably taken into account as a positive for the ad. The people they’re targeting would laugh at that, and consider it one more reason to buy. Brilliant!
I agree the offensive nature probably was part of the ploy. Just like Mariza holding a box between her legs for Gaspari. Does talking about an ad because of its photo/image make it great? I’d say no.
It clearly isn’t intended to target women, I agree. The mentality of making a product “hardcore” and for men has been used by nearly every supplement company. Women obviously buy supplements but I’d argue that it isn’t because they think it’s hardcore and intended for men.
I doubt many women would be MORE drawn to the product but I’d like to hear the women’s opinion.
I am 600% less pleased with this ad than with others.
Offensive, a bit…inappropriate, absolutely. I’m in PR, NOT all publicity is good publicity, trust me on that one
More (gain) Less (loss)
Claim MM VPX =(VPX-MM)/MM =(MM-VPX)/VPX
600% sugar 7 1 -86% 600%
200% fiber 2 6 200% -67%
183% fat 17 6 -65% 183%
89% carbs 17 9 -47% 89%
18% protein 34 40 18% -15%
Guess the table doesn’t show it good but they used a different calculation when VPX had “less” of something and when they had “more” of something. A bit misleading.
Good point – I think “inappropriate” good term.
You’re getting paid by Muscle Milk I believe, and the guy that thinks this is offensive has to be gay… no man, specially in the fitness industry can find this offensive, maybe women, but not men!
Thanks for posting “Platano”. I’m not being paid by Muscle Milk.
Do all VPX employees feel that guys who do not like this ad must be gay or just you?
The first thing I thought was, “Hello, drop shadow abuse!” In all seriousness, I’m a huge advocate for breastfeeding. Is the image misplaced in this demographic? Yeah, probably. It’s certainly getting people to take notice though. My husband turned right to it and said, “Well, that’s interesting.” Most supplement ads are blah, blah, blah, pretty person, blah, blah. White noise. He probably has flipped past 100 of their other ads. While it’s a design disaster and weak attempt at a play on branding–it’s mostly a “miss” but it’s getting noticed. Not offensive in my book, just kind of lame.
Good afternoon Isaac,
The ad was not meant to offend anyone for that matter.. it is to catch your attention… The ad is in no way meant to target women… but men… that is why you’ll find the advertisement in Flex, MD, Muscle & Fitness, etc.. and the ad has received a great response… I would also like to inform you that there is a female version that was launched alongside this one in Human Performance Magazine and recently launched in oxygen and Fitness RX women as a single page, so that women would not be left out since the product is amazing and is in fact made for women as well… if you do not believe it, how about i send you a few to try?
[URL=http://img149.imageshack.us/my.php?image=0c3musclepowerwomen.jpg][IMG]http://img149.imageshack.us/img149/43/0c3musclepowerwomen.th.jpg[/IMG][/URL]
but i feel that nursing a child is all natural and unfortunately society can not accept this and now a days everything offends society. From the pledge of allegiance in schools to how people dress, etc.. etc.. the list will go on forever…
Nevertheless, if they are in fact talking about the advertisement… then the ad worked!!!! till this day i dont get why people find things such as this so offensive yet are o.k. with other things in life such as there children looking up to these so called teeny bopper role models that have such a hiatus type of lifestyle and can easily get away with so much in life, yet the ad seems to offend.
I guess you can’t please everyone….
SIncerely,
Omar
Catch attention it does, I’ll give you that. I’m baffled at how different the ads are for the same product. The ones you linked to, targeting women, are more sophisticated and look professional. The one I posted above doesn’t look like the same company produced it.
Is it safe to say that you feel women are smarter consumers and taking the same approach when targeting women wouldn’t work?
I’d be happy to try your product as long as you can promise I won’t crap 2x as much from the 200% more fiber you have over Muscle Milk.
A nursing child is natural and an act I have no problem with in itself. I still feel it’s in poor taste to use that image to go after the competition and pimp a product to men.
The bigger issue I have beyond the image is how you can make a claim of having 600% Less of something. Since you are the director of advertising can you clear up how that is possible?
Thanks for the response.
Isaac
I’m not a math wiz either but I am a CPA, and they way they got 600%=(7g-1g)/1g .
But when they claim “more” of something they reverse the direction of difference.
Know what I’m talking about?
(Sorry Lucy, I can’t follow those numbers.)
In accounting a FASB standard is “Consistency” and this is a clear violation of that, but it seems to have passed the legal department so I guess there’s no issues about ethics or deceit when advertisements play around w/ numbers like that.
But you guys are completely missing the real issue.
The advertisement got it completely wrong.
“Milk is for babies. When you grow up you have to drink beer. “ Arnold Schwarzenegger – Pumping Iron (1977)
FYI… There is the exact same ad for women in Oxygen May 2009 issue (pg. 135). But the text reads, “Milk is for babies. Muscle power is for LADIES!” And honestly I thought it was creative and cute… but at the same time it shocked me a little!
Did I find the add offensive? No. Did I find it tactful? No. It was a risk and I’ll give VPX credit for that. Just do not see how the add appeals to the 18-35 male demographic. I have tasted the product and it was pretty good. Didn’t leave me bloated like the RTD Muscle Milk has the tendency to do…Vitamin Man
Women don’t need their own ad b/c they’re smart enough to decide for themselves.
Add “Stupid” as a choice and then I’ll vote. lol
issac, if you can…
please send me your address via e-mail.. and i will get you those samples and i promise you that it wont make you crap 2x as much… as for the math, i’ll get you that info. as well…
thanks again, Issac.
Thnx for the comments and your feedback.
From a female perspective, mother and breastfeeder, I find the ad brilliant! It’s eye-catching and makes a great point. Stating that ‘Milk is for babies’ alongside an image of a nursing baby is clearly comparing the nutritional benefits of human milk for babies to Muscle Power for men and women, [as stated above, there is the exact ad stating it’s for ‘ladies,’ in Oxygen magazine]. Human milk contains the perfect amount of protein, fatty acids, water, etc. to nourish a growing, thriving baby…the ad goes on to state, ‘Muscle Power is for Men,’ which is making the point that the nutritional benefits in Muscle Power are perfect for a man, as ‘milk’ is for babies. It’s a great point! The funny, catchy part of the ad is that they’re insinuating that ‘milk’ is Muscle Milk; their direct competitor in the market. I’m really not clear on why anyone feels the image is offensive. Nursing a baby is non-sexual and as a matter of fact, most of the breast is covered. The image makes a great point and is not there simply for ‘shock value’ as many images are to sell various products from nutritional supplements to hamburgers. I suppose VPX could have used an image of a baby drinking from a bottle, but the same point surely would not have been made! How many people would have assumed that the milk in the bottle was human milk? I think that was the exact point VPX was making…the perfect, nutritional blend of human milk for babies, is comparable to the perfect, nutritional blend of Muscle Power for adults. Now, about the math…Muscle Milk has 7 times more sugar; Muscle Power has 1g, while Muscle Milk has 7g…[{1-7}/1] x 100 = -600%. There is no false advertising there! I have used Muscle Milk for years, until VPX came out with Muscle Power. It tastes great, is perfect for men and women, snack time or before bed. It’s also great for competitors dieting…1/2 a bottle is super filling and loads you up with 20g protein, 3g fiber and only 125 calories…92 of those calories from protein and fiber! VPX is a fantastic company and I’ve used many of their products for several years before they became a sponsor to my PR Team. Everyone that uses VPX products knows how effective the products are in helping them reach their physique goals. BTW- I have been conducting a VPX Muscle Power Challenge with 20 guys and the final photos and body comps will be posted next week on http://www.vpxmusclepower.blogspot.com
Much ado about nothing. The new product clearly wants to differentiate itself from Muscle Milk, so I don’t think they’re trying to confuse the consumers.
Why did they spell ‘your’ without a ‘u’, though? That’s what is offensive about the ad.
I LOVE IT!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I WILL BUY MORE VPX PRODUCTS BECUASE OF THIS AD. I LIVE MY LIFE PUSHING THE BOUNDARIES ON JUST ABOUT EVERYTHING AND THIS AD PUSHES THE BOUNDARIES ON ADVERTISING. KUDOS TO VPX AND THEIR MARKETING TEAM!
Carla,
As some one who is paid to promote their products, I wouldn’t expect you to openly disagree with their direction or their products. LOL
I am surprised that you too call the ad “Brilliant”. It is something I’d never use to describe it but hey that’s just my opinion. Why not use a muscular woman breast feeding to take the point over the top… Is that something you would pose for if they approached you to do so in their next ads?
I’d also argue that MILK is NOT just for babies and having worked on the MILK ad campaign while at the agency BOZELL Worldwide, there are plenty of benefits for people to drink milk beyond their baby years but that’s another topic.
I’m not saying the product doesn’t taste good, it’s a bad product or VPX is a terrible company. I’m a huge fan of their Redline and use it often.
I’m curious how the Muscle Power nutritional facts compare to the Muscle Milk Light. Any math whizzes out there care to compare?
Hi Isaac,
Regardless of whether I represent the company or not, I’m simply sharing my honest, personal opinion specifically about the ad image you find offensive. The fact that the ad managed to capture the imagination and attention of so many, shows that indeed it is an effective ad. With the clutter of information (print, TV, radio, web) available to consumers, for an ad (any ad) to provoke this discussion is exactly why companies like VPX use print ads. Conversely, virtually every ad in the various fitness/bodybuilding mags look the same; they all get lost in the clutter.
On the topic of being offended, in essence it’s a moot point. If one is offended by the ad, don’t look it at. If one is offended by a radio personality, don’t listen to him/her and if one is offended by a TV show, change channels. Arguments that are based on presumed offensiveness are too abstract to have a cogent discussion.
Furthermore, my affiliation with VPX is not simply a position ‘paid to promote their products.’ Anyway, I think my point was missed and hopefully this will clarify it. You argue milk is not just for babies, but I’m not talking about dairy milk! Big difference! I’m talking about human milk and that is obviously what the ad is referring to as well. The whole point of showing a nursing baby as opposed to a bottle-fed baby is to make that point. You find the image of a baby nursing as offensive and I simply disagree (and of course discussions based on perceived offensiveness ultimately go nowhere). Conversely, I find the ad quite informative; it really makes a great point! I find it brilliant because it’s very creative in getting the point across (i.e. the idea that the perfect, nutritional blend of human milk for babies, is comparable to the perfect, nutritional blend of Muscle Power for adults). The ad is in essence, a play on words.
I’m not following your remark about showing a muscular woman breastfeeding…it’s not the woman’s physical characteristics that matter…it’s the image of the baby nursing that tells the story of how vital human milk is to a babies growth, health, etc. Again, I’m not clear as to why the image is offensive? And yes, I’d pose for a picture while nursing. I think the majority of women who have nursed their children are not offended by this image or the ad…it becomes something as natural as drinking a glass of water, or a protein shake! For some reason, breastfeeding is still taboo to so many people. And of all the people, it really surprises me that people in the health and fitness industry would find it offensive…
I appreciate the opinion and it’s a good healthy discussion to get all viewpoints.
I don’t agree that talking about an ad makes it effective. Many people talked about Mariza Prince sitting spread eagle with a box between her legs for Gaspari and I wouldn’t consider that an effect way to measure an ad.
It does cut through the clutter in the supplement biz, that I will agree on. I saw the ad in the newest Oxygen and there is seemed appropriate. Milk is for Babies. Muscle Power is for Ladies. There the message is clear and makes it’s point. I’d support what you said if that was where it ran and how it ran however running it in a Men’s magazine and trying to say the same thing but for men, doesn’t work in my opinion. They also didn’t compare the product to Muscle Milk in that ad.
I don’t find the image of a nursing baby offensive. I find the context of the image offensive. Using the image to promote a supplement in a Men’s magazine comes across as an uncreative gimmick to me. Nothing wrong with a nursing woman but to try and compare that to the ingredients of a supplement is a stretch. Again my opinion.
Muscular woman breast feeding = MUSCLE MILK. I’d go along with your theory on the nursing babies telling a story if it didn’t have a comparison to Muscle Milk next to it and the owner of VPX saying in an interview…
“Some people just need a good ass-kicking because of their extreme arrogance and unwillingness to change with the times,” Owac said. “and I tell you with one hundred percent confidence Muscle Milk/Cytosport is next in line.”
As a mom (who breastfed) and an athlete, I am not offended by the ad. I think it’s great! I’m more offended by ads that feature women who are OBVIOUSLY jacked up on the “S” word than an ad that promotes the “perfect” food for babies and adults!
LOL! Thanks Red Dragon for your two cents. FYI – nothing is perfect, stop chasing it.
I don’t find the ad offensive at all. In fact it’s very clever in its comparison. It definitely makes you stop and read it and that is how marketing works. The picture itself is beautiful.
F. Hall
“Yor abs”? Haha f*ckin gold! Maybe negative calories put you ahead in your diet so you can eat more another day? Or maybe the person who made this ad is a retard? Hmmm? How could VPX go after a product that is so much of a staple in gyms? I can’t go a day without seeing someone with a Muscle Milk.
It’s good to see a company step out of the box with their adverts, and back it up with high quality product. This is good for this industry as a whole!
The fact of the matter is this ad is consistant VPX’s position of giving you more of what you need (to get ripped) and less of what you don’t….whatever the numbers are.
*sips Muscle Power*
kH – How is it good for the industry?
sip it while you can as it will soon be off the shelves for awhile.
Anything that raises consumer awareness to what’s actually in their supplement of choice is a win! Muscle Milk is the most popular RTD, due to it’s marketing and distribution…not because it’s nutritionally better.
if it does get pulled..I wouldn’t be suprised if MP came back BIGGER and BETTER!