Muscle Milk Prodega

Americans are thinking about protein more than ever, and companies are shoving protein into pizza, popcorn, and ice cream. But Muscle Milk wasn’t going to jump on the next fad before perfecting the protein shake. They reformulated their shakes to be better than ever with complete protein from ultra-filtered milk—no artificial sweeteners, artificial flavors, or added colors.

To show how we’re bringing clarity to the protein space, we opened the "Prodega,” a free, immersive experience inspired by a classic NYC bodega. The space guided visitors through a crowded protein landscape, with an overwhelming array of high-protein hoopla. Then, they stepped into a serene environment to sample Muscle Milk shakes and figure out the real deal about protein intake.

And who could be a better face for this activation than Ilona Maher—the realest athlete out there.