NBTY backs MET-Rx line extensions with extensive ad campaign
RONKONKOMA, N.Y. - NBTY on Wednesday unveiled three new lines of innovative products across its MET-Rx portfolio. In addition to the product innovation, the brand is launching a full packaging refresh and a national advertising campaign. To help bring this to life, MET-Rx has partnered with Joey Bosa, a collegiate defensive end and one of the top projected 2016 football prospects.
"We understand the hard work and dedication that goes into training; the blood, sweat and tears it takes to achieve athletic dominance," stated Brad Charron, SVP and general manager of MET-Rx. "The MET-Rx portfolio is designed to help athletes nourish and love their inner monster, and our new product lines were developed to meet the needs of a new generation of athletes and provide them with the necessary tools to get to the next level."
The three new products include:
MET-Rx Super Hydrate Sports Drink is a ready to drink beverage that contains no artificial flavors, preservatives or sweeteners. Super Hydrate is made with 20% coconut water and contains the ideal ratio of all six essential electrolytes for hydration – potassium, sodium, calcium, phosphorus, chloride and magnesium. Super Hydrate contains lower sugar content than most leading sports drinks in the market and is available in four flavors, including lemon lime, orange mango, tropical punch and fruit punch;
MET-Rx Ultra Recovery High Protein Milk Shake, available in chocolate and vanilla, is a post-workout protein shake made with real milk and contains no artificial colors, sweeteners, flavors or preservatives. Ultra Recovery Shake provides the recovery benefits of chocolate milk, with 39% less sugar per ounce, and also offers the ideal protein ratio to promote workout recovery; and
The Sports Series Powders are formulated with no stimulants and are geared and developed for the specific needs of athletes training for their particular sport. The pre- and post-game powders are available in four flavors, including fruit punch, mango, iced tea and chocolate graham.
MET-Rx has tapped Big Ten Defensive Player of the Year Joey Bosa in a multi-year deal to serve as a brand spokesperson and advocate. In celebration of athletic achievement, Bosa will host a media event in Chicago on April 28 just prior to professional teams making their first round picks. At the event, Bosa will talk about his path to dominance, highlighting what it took to get to where he is today.
"This selection week represents the culmination of many years of intense preparation to perform and compete at the highest level, so this time is the perfect opportunity to align with our brand's purpose to champion complete athletic dominance and celebrate those who achieve it," Charron said. "Joey Bosa is a prime example of a young athlete who embraced his inner monster and channeled that passion into athletic success, which makes him a perfect fit for the MET-Rx brand. We are very excited to partner with him."
The MET-Rx launch event also marks the debut of the brand's new national advertising campaign, "Love the Monster." Created by Droga5, the new campaign celebrates athletic dominance, taking preparation and confidence to the field. The :15, :30 and :80 second spots, directed by Academy Award-winning documentary filmmakers TJ Martin and Dan Lindsey, follow a football player on his team bus as it rolls into a rival town, focusing on the preparation and energy needed to love the monster within and dominate on the field. The new spot marks the first national advertising campaign for the MET-Rx brand in decades.
Debuting on April 27, the new campaign includes TV spots on ESPN, followed by significant digital investments, including a video integration with Stack.com, paid search and unique social media content.