Muscle Milk is a popular sports nutrition and beverage company serving the needs of elite athletes, active lifestylists and weekend warriors with a wide range of innovative protein-enhanced solutions. Their products include ready-to-drink beverages, powdered proteins and protein-packed snacks.
In 2014 Muscle Milk approached Giant Inflatables to help create the primary element of their brand activation stall, which would travel around to events around Australia promoting their product. The brief was to develop an unmissable showpiece that would attract patrons from a distance and steer them towards their stall to try free product samples.
The final design was a 4m high Muscle Milk High Protein Shake, the perfect balance between size and functionality. The highly detailed, fully printed replica was tall enough to attract patrons from a distance while still packing down to a small package that could be transported and set up by a single inexperienced staff member.
We equipped the inflatable replica with a small generator. It could be loaded to a finite space of the trailer to be set up again in minutes. Even without nearby power access, one person can set up the inflatable bottle regardless of the event location or facility.
With an extensive product range, including powdered and ready-to-drink protein solutions, there was much discussion about which product would be selected. After several design proposals and consideration of the pros and cons of each, the stakeholders decided on the ready-to-drink protein shake. While a tub of protein powder would have had a larger footprint and, therefore, a slightly more significant impact, the portability, weight and ease of setup of a protein shake bottle were considered a greater priority.
The client and patrons received the inflatable Muscle Milk bottle well. The likeness of the inflatable to the bottle impressed the marketing team at Muscle milk, who went on to order a second unit.
With its branded marquee and point-of-sale assets, the stall had a strong brand identity and left an impression on patrons. The booth attracted a constant stream of patrons keen to try their samples.
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