To reposition Maximuscle in order to appeal to a wider mainstream audience.
People in the sports nutrition market want visible results, quickly.
We developed a campaign focused on making results more achievable by educating consumers on the benefits of sports nutrition and demonstrating how specific areas of the body can be helped by the Maximuscle product range. We focused on mainstream sports (rugby, boxing, gym) featuring professional athletes alongside regular gym goers.
The campaign stretched the brand relevance and connected with a wider audience than ever before. Revenue generated was approximately 4:1 against media spend with 40% of that generated from new customers.