Charlotte-based Integrated Sports Science's OhYeah! nutritional shakes this week will unveil "near-life-size cardboard standees" of Angels 1B Albert Pujols in Orange County (Calif.)-area Albertsons locations as a new "marketing campaign flexes its muscles in his new baseball home," according to Marcia Smith of the ORANGE COUNTY REGISTER. The campaign includes "massive displays on end caps at several area grocery stores," discount deals on OhYeah! shakes, and a "beefier presence of OhYeah! in the cooler to battle Muscle Milk." The brand also has "taken over Angel Stadium this season in the first of a two-year sponsorship deal." The OhYeah! logo is on water coolers, paper cups and towels in both the home and visitor's dugout and bullpens, replacing Gatorade from last year. In addition, an OhYeah! banner twice a game "flashes on the electronic message board in right field to celebrate an Angels' play." Pujols has been an endorser of the product since '09, and he and NFL Panthers RB DeAngelo Williams, the brand's "two most prominent pro athlete endorsers, can make the brand an even bigger player" in the $61B U.S. sports nutritional supplement industry. OhYeah! spokesperson Rob Burdick said, "There's a lot of stuff out there and having a player like Pujols associated with us gives us credibility" (ORANGE COUNTY REGISTER, 5/22).
