Launch of MuscleTech Peptide 185
Eric Hesse
Published
MuscleTech Peptide 185 Global Launch – Case Study (2024)
Role: Associate Director, Influencer Relations & Community Engagement
I led strategy, copywriting, PR execution, and creator partnerships for the global launch of MuscleTech’s flagship innovation, Peptide 185 (powered by patented DL-185™ dileucine) — the first commercial dipeptide product of its kind.
Project Overview
Launched in early 2024, Peptide 185 was positioned as a science-first evolution beyond traditional leucine and BCAAs. It targeted serious lifters and bodybuilders with a premium, authoritative tone focused on clinical differentiation and superior absorption. Key messaging I developed included “immediately elevate protein synthesis” and “forcing your muscle into an anabolic state.” The product later became the cornerstone of MuscleTech’s broader Peptide Series platform.
My Contributions
Copywriting & On-Site Experience: I wrote the full product page and dedicated landing page copy, including mechanism explanations, clinical study breakdowns, usage guidance, and premium positioning.
→ https://www.muscletech.com/pages/dl-185
PR & Hype Activation: I designed and facilitated a custom “top secret briefcase” PR kit seeded to 25 key creators and industry partners. This drove authentic pre-launch content and built significant hype through Reels and TikToks.
Creator & Influencer Program: I managed end-to-end partnerships with creators (including Che Rush) and supplement industry reviewers, coordinating educational + hype content that balanced science with excitement.
Key 2024 Content & Assets
Official Landing Page: https://www.muscletech.com/pages/dl-185
PricePlow In-Depth Article: https://blog.priceplow.com/supplement-news/muscletech-peptide-185
NutraIngredients Launch Coverage: https://www.nutraingredients.com/Article/2024/01/17/MuscleTech-introduces-novel-muscle-building-product/
Stack3d Launch Preview: https://www.stack3d.com/2024/01/muscletech-peptide-185/
PricePlow Podcast – Raza Bashir & Shawn Wells:
Example Launch TikTok:
Results
10 million views on launch content within the first month
Immediate sell-out of the SKU on MuscleTech.com within 25 minutes of going live
Strong sustained demand with multiple restocks and successful integration into the larger Peptide Series platform
This launch demonstrated how strong science-backed positioning, targeted creator seeding, and premium PR execution can drive immediate sell-outs and long-term platform momentum for a novel ingredient.