Eric Nachman, Lauren Schuil, Justin Keeling, Nicholas Wright,

Steven Weingarten, Melanie Harris

High School Initiative

Why Are We Here?

• 7.2 million participants of HS sports in 2006

• 80% participation increase since 1972

• Extremely brand loyal• Developing lifelong buying patterns• Capitalize on early adopters• Active and healthy lifestyle

“Develop consumers when they’re young!”

How Do We Make MUSCLE MILK a “Must Have” Product?

MUSCLE MILK All American Team

All American Team

• Recognition of best athletes across country

• All major sports included• Showcased on www.musclemilk.com• Prize packs awarded to all recipients

Branded gear Muscle Milk coupons for entire team Walking brand ambassadors

• Minimal costs to activate

High School Powerhouses

High School Powerhouses

MUSCLE MILK Athlete of the Month

Athlete of the Month

• Encourage nominations across the country• Submissions include bio and video• Posted on www.musclemilk.com• Advertised & showcased in ESPN Rise

7,000 HS distribution >1 million readers per issue

• Prize Packs Branded gear Muscle Milk coupons for entire team Walking brand ambassadors

MUSCLE MILK Skills Competition

Do You Have What it Takes to be a MUSCLE MILK Champion?

• Regional competitions in select locations CA, NY, FL, TX, MA, OH, AZ

• Product, coupons and branded giveaways• Muscle Milk celebrity athletes• Tournament format• Grand Prize: $2,500 scholarship

Varsity.com SponsorshipWhat’s that

Spell?MUSCLE MILK

What is Varsity.com?

• #1 cheerleading organization in America

• Over 1,000,000 participants• 90,000+ unique visitors per month*• Leverage brand recognition• Sampling teams • Elite sponsorship roster

Gatorade Asics Nike

* source: statsaholic.com

MUSCLE MILK Honor Roll

• Located at www.musclemilk.com• Interactive program• User enters personalized information• Workout plan, nutritional guide and

corresponding Muscle Milk products

• Reward system• Data collection• Market research

Media Buy Strategywww.maxpreps.com• Nations largest HS sports website• 2.5 million visitors per month• “Every team, Every Game, and Every

Player.”www.highschoolsports.net• Second largest HS sports website• 1 million visitors per month• “My School. My Teams. My World.”

* source: statsaholic.com

THANK YOU!