• Promo, Wednesday, September 29, 2010 10:07 AM

CytoSport's Muscle Milk sports marketing department has launched a "huge undertaking" for the ready-to-drink protein beverage involving licensing agreements and production deadlines for new labeling to offer limited-edition bottles carrying the name and colors of eight top college football teams, Patricia Odell reports.

The represented schools are Georgia Tech, University of Miami, Ohio State, University of Colorado, Arizona State, University of California-Berkeley, USC and UCLA. CytoSport will ship 7,500 cases to each market.

Muscle Milk vp of marketing John Peirano says the success of two local campaigns earlier this year -- one with Shaquille O'Neal; the other with the Chicago Cubs -- prompted the new effort. "People are so passionate about college athletics," he says. "We saw big upswings in sales, not only in chocolate, but around all of our [eight] flavors."

Read the whole story at Promo »