NYC Tri Expo and9th Annual Olympic Distance Triathlon

July 24 – 26, 2009

The Mission

•Educate tri athletes on the benefits of using Muscle Milk benefits of using Muscle Milk and Cytomax•Grow brand image and awareness•Increase trial of Muscle Milk

*Warning: If the sight of men in spandex makes you uncomfortable, stop here.

The Team:

AngelicaEllis

Sales Intern, Miami

…and Steph MadridThe Chief Mastermind running seamless events from across

the country

Tri Expo – The Facts•Hours: Friday: 12pm – 8pm; Saturday: 10am – 6pm•Sampled:

•3,600 samples of Muscle Milk•1,000 packets of Cytomax powder•3,072 samples of Cytomax

•Educated at least 8,000 people about Muscle Milk•Over 10,000 impressions with athletes and athletically -

I want more

Muscle Milk!

•Over 10,000 impressions with athletes and athletically -minded people!•Best booth location – center of the room, easily visible from both entrances

Tri Expo – The Fun

Tri Champion and Cytosport athlete, Mattie Reed, stopped by our booth to say “hi” and

Pictured: Zack dazzling the ladies with his protein

knowledge by our booth to say “hi” and sign some autographs.

Flexing our head muscles

knowledge

Aww shucks! I

wish I worked for

Muscle Milk

instead of those

juicy juice

people

Race Day•Great visibility to over 8,000 race day volunteers, by-standers and participants

•Educated 2,544 athletes while handing them a

Educating Machines

while handing them a bottle of ice cold Muscle Milk

The Winners love MMPro Men

1. Greg Bennett2. Andy Potts3. Mattie Reed

Pro Women1. Rebecca Wassner2. Rebecca Lavelle3. Margaret Shapiro

Mission AccomplishedOver 18,000 impressions over the weekend and even

more exposure to athletes on the Tri website!

Feedback•Education

•Tons of questions about the types of sweeteners use d in all of the products•Everyone was very shocked to learn that MM is lacto se free•About ½ the people in attendance had never heard of MM•Lots of questions on how our product compares to ch ocolate milk•People need to sample many flavors to find their fa vorite – it’s amazing that people strongly HATE one flavor but LO VE anotheramazing that people strongly HATE one flavor but LO VE another

•Set-up•While the huge metal bathtub was very visually appe aling on race day, it wasn’t the most functional. Exhausted athl etes actually had a hard time bending over so low to pick up a bottle . We had a hard time reaching into icy water to fish product from s uch a deep container. Something taller and more shallow might be more functional.•More give-aways like sweat bands and stickers would have been a huge hit with this crowd