My Goodness has put £800,000 behind its milk energy drink For Goodness Shakes! to capitalise on the key post-Christmas exercise period. The Muscles of Steel campaign, which runs for six weeks, is the drink's first sizeable push to a mainstream audience since its launch three years ago. It includes national press in papers such as the Daily Star, Metro and in men's and sports titles. Aimed at gym-goers and "January exercisers", the ads feature people taking part in sports accompanied by text explaining how a bottle of For Goodness Shakes! can help the body recover after exercise. The campaign also offers readers a free Muscles of Steel experience by giving away a bottle and a five-week Ultra Fit plan created with Men's Health magazine. For Goodness Shakes!, which was recently selected as a preferred provider of nutrition products by the English Institute of Sport, is the fifth bestselling milk drinks brand valued at £4.6m, according to Nielsen [MAT to 6 October 2007].

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