MET-Rx teams up with actor and professional wrestler John Cena to introduce MET-Rx Flex filter on TikTok

MET-Rx, a specialist in sports performance and nutrition products, has unveiled a new John Cena inspired MET-Rx Flex CapCut filter on TikTok.

This is the latest drop from the brand’s recently announced marketing campaign with American actor and professional wrestler John Cena and features its MET-Rx Big 100 Bars.

The filter “depicts a super-sized version of the classic “flexed bicep” emoji inspired by Cena’s own swole physique.

In a series of accompanying new videos, Cena calls on fans to share their biggest flex by using the filter in creative ways, from an amped up twist on traditional bicep curls to show stopping power poses, as they tout their greatest achievements.

The MET-Rx Flex filter will be available for TikTok users to experiment with throughout the summer, and Cena will personally select and respond to some of the most impressive fan flexes.

"While people keep accomplishing amazing things – the tired old flex emoji hasn’t evolved a pixel since 2010. The world has earned a new way to flex, and we’re giving it to them with a super-charged MET-Rx Flex filter on TikTok,” says Cena, who has personally used MET-Rx products to support his training since the 90s.

The filter leverages CapCut’s all in one video editing capabilities and its latest solution, Branded Video Template.

MET-Rx is one of the first brands to use this product, which offers a library of turnkey templates that give advertisers the autonomy to create customised, personalised content.

The filter is part of Cena’s recently announced partnership with MET-Rx, featuring a campy, 90s inspired social led campaign that humorously celebrates life's biggest wins. The MET-Rx Flex campaign will activate in-store and across social media and digital platforms.

"Since our inception in the early 90s, MET-Rx has been the go-to brand for both workout motivation and product innovation within the fitness community,” says Amie Testerman, VP, Marketing and Innovation at MET-Rx parent 1440 Foods.

“Our new campaign with John Cena brings that positive challenger attitude to TikTok in an over-the-top way that inspires people to celebrate and share their own successes.”

“Like MET-Rx, John Cena appeals to everyone from hardcore powerlifters to the fitness-curious, and we can’t wait to see the creative ways people make the MET-Rx Flex their own.”

The MET-Rx Big 100 Bars are the first of various MET-Rx products to be highlighted in the brand’s new campaign, which are available for purchase online and at 7-Eleven, Walmart, and other select US retailers.

To access exclusive deals on new MET-Rx bundles, customers are encouraged to use the new filter and browse @officialmetrx on TikTok to shop products on the brand’s first ever TikTok shop.