• March 2, 2010

Abbott's EAS brand, normally associated with muscle-building, will launch a multi-tiered advertising campaign that positions the brand for a mainstream consumer, illustrating that EAS products can be used by all fitness enthusiasts -- no matter their personal goals -- and not just an elite athlete.

The new EAS campaign -- with the call-to-action "If you use muscles, use Myoplex. Fuel that helps repair and recharge muscles" -- hopes to drive people to consider Myoplex Strength Formula shakes and creates awareness for muscle fitness. The ads close with the new tagline: "Power to the People."

The company says the campaign will be featured in major sports, fitness and mainstream print, online and broadcast outlets, including CBS Sports, ESPN, MTV, TBS, Facebook, Google, MSN, Self, Shape and Men's Health. Special executions of the ad campaign will also appear in health clubs.--Karl Greenberg