In a crowded but highly specialised market, we needed to differentiate Maxifuel from the competition. Athletes are creatures of habit. They stay loyal to products that work for them. We needed to make them reassess their choices. Focusing on the emotional and physical trials that an athlete goes though during an event, we demonstrated an understanding of what turn mere actions into real emotions, the letters ‘ing’. Competing, hurting, pushing, winning. Through this we put the brand closer to the athlete and are quickly establishing the brand as product leader.