VPXSports, well known for products like Muscle Milk and Redline, has always been very in-your-face tongue and cheek in their product descriptors. However, it is their most recent advertisement for their newest product, Muscle Power, that has me thinking maybe they went a little too far. Maybe it is because I am a mother or maybe it is because they used the image of a nursing baby that represents bonding, health and nourishment to promote their "physique building performance enhancing supplementation" fitness product. Either way, the advertisement doesn't sit well with me and my guess is, it won't sit well with a lot of people. But maybe that's the point?
In a sea of sameness and information overload, brands these days need to be shocking to grab our attention. And why not? Celebrities do it all of the time to snag the headlines and do so successfully because any press is good press, right? Yet there are still boundaries and lines that shouldn't be crossed. Maybe it is the demographic they are targeting, males possibly 18-34, who may not see the image of a breast feeding baby in the same light women of the same age group might. Yet does it make it any less offensive?
VPXSports overall is a popular brand with a lot of buzz behind their products. Without a doubt their attitude and overall voice make it a fun and straightforward company. So is it a sign of the economy that they had to add shock value to their marketing campaign? I'd love to hear your thoughts in the comments.
Posted by Shannon Nelson on February 4, 2009 5:40 PM
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Comments (4)
I think the ad is great! It normalizes breast feeding, and makes it a good thing, equal to their AWESOME product. The implication is great.
-LaSara
http://www.lasarafirefox.com
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LaSara |
February 4, 2009 6:37 PM
Posted on February 4, 2009 18:37
I'm really surprised that I'm not offended by the ad. The only thing I'm offended by is that they say Muscle Power is only for men. I guess they've got to figure out some way to dethrone Cytosport.
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Jennifer James |
February 4, 2009 6:41 PM
Posted on February 4, 2009 18:41
I believe Muscle Power is chemically and nutritionally geared towards men. It has way more fat and calories than the normally active female would ever want. It's geared more towards a 220 lb man.
That's not offensive at all. Just stating that milk is nutritionally geared towards babies and their product is geared towards the physically active man.
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Heywood Jannokitov |
February 16, 2009 6:58 AM
Posted on February 16, 2009 06:58
Kudos to the VPX crew and the MUSCLE POWER AD!!! This ad grabbed my attention and convinced me to out and give Muscle Power a try. (GREAT TASTING PRODUCT) Personally, I don’t feel they “Crossed the line” in today’s society anything pretty much goes, TV and over all advertising has become more lenient with cursing and showing skin. It does not degrade women in anyway; it actually shows the beautiful process of obtaining nutrients. In a nutshell show to me the ad states MUSCLE POWER has more nutrients than milk.
If I am not mistaken VPX manufactures MUSCLE POWER not Muscle Milk. No comparison as far as I am concerned!
Genius marketing as far as I am concerned!
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CharleRoberson |
March 3, 2009 7:22 AM
Posted on March 3, 2009 07:22