We’re seeing more and more companies embrace and empower women in their marketing efforts. The ALWAYS’ “Like a Girl” campaign and Under Armour Women’s “I WILL WANT I WANT” are just a couple that have been successful with their messaging. I’m a fan of both campaigns and more importantly women are. Last year, 13-year-old Mo’ne Davis put the world on notice and forced everyone to rethink what “throw like a girl”. Last month “This Girl Can” was another campaign encouraging women to “do their thing”.
The “empowerment movement” is catching on with a few supplement companies. Instead of showing dudes looking like their constipated and screaming in pain they’re opting to feature strong women. Companies are taking varied approaches and some have created women specific lines. The results remain to be seen as it’s still too early to tell how successful a women’s only supplement line will be. Most of the companies are using pink (or some shade variation of it) for their “women’s line”. One could argue it’s smart to use pink because you’ll automatically associate it with women. Others may debate that it’s a bad move in that you’re implying it’s a “weaker” version of a men’s line. The color pink is commonly associated with feminine so can pink be strong? Two companies currently targeting women would like to think so. So much so that they are both using the hashtag #BESTRONG.
The first is MusclePharm’s women’s line “FITMISS”. They use the colors black and pink in their marketing and claim “the new brand dosed + formulated specifically for women”. They’ve trademarked “STRONG IS THE NEW SEXY” and utilize it throughout their marketing efforts. I’m not a huge fan of the saying but that’s a topic for another time. Most of their imagery tends to feel “real” and convey “strong” at least when it comes to featuring the face of the brand, WBFF pro Chady Dunmore. In the image below, they show Chady in a gym with the hashtag #BESTRONG . It’s much better than their background banner on the NPCNEWSonline.com site that showcases Chady and “instafamous model” Jen Seltzer (which is a little weird considering neither is a NPC or IFBB competitor).
A new supplement line is using the same hashtag but with different imagery. MuscleTech’s new line called “STRONG GIRL” claims to have “effective formulas, made by strong women, for strong women.” They want you to “Be the best you!” and to “Be Positive”. I’m not quite sure how they arrived at all of that but again another topic for another day. They’re using race car driver Danica Patrick as their lead athlete and also using the hashtag #BESTRONG. STRONG girl uses more of a purple than pink with black for their color scheme. The line is exclusive to GNC which means you’ll have to order it through the GNC website or visit your local shop to BE STRONG with STRONG GIRL.
FITMISS has been on the market for awhile and STRONG girl only recently launched. So… FITMISS did it first but did they do it better than STRONG girl? Cast your vote below.