Mad man Roger Sterling and woman Peggy Olsen would be proud of the marketing ingenuity behind Vega Sports’ trifecta of workout products: Prepare, Sustain and Recover. What are they? They are functional beverages sold as powders (to be mixed with water) that serve as before, during and after exercise sustenance and support.

The former product “Prepare” is the type of genius marketing only a creative director like Peggy Olsen—assigned by Sterling, of course—could invent. Vega claims this product will make you more energized, focused, and ready to take on your work out—versus going at it as your raw, normal self.

Vega, and many companies like it, has created a need in the fitness world where there wasn’t one before: convincing yuppie hipsters and the like they need energy elixirs to fuel-up their physical activity.