Normalising a category and growing a brand (2009)
Campaign: Normalising a category and growing a brand
Brand: Maximuscle
Client: Maximuscle Limited
Entrants: Total Media Ltd, Maximuscle Limited
Principal Authors: Lucas Brown - Total Media Limited, James O'Shea - Maximuscle Limited
Contributing Author: Drew Barnes - Marketing QED
Credited Companies: Maximuscle Limited - Client, Ebou - Creative Agency, Total Media Limited - Media Agency, Marketing QED Limited - Others
This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym goer and those active in sports. The challenge was to change non-user’s negative perceptions of sports nutrition and position itself as a safe and credible brand that could help them achieve their physical and sporting goals. The strategy involved redefining the brand as ‘the euphoria you feel when your body is in great shape’ and reflecting this in communications, such as magazines, internet, DM as well search and sponsorships. As a result, Maximuscle has generated a payback of £2.85 per every £1 spent.
Judge's Comments:
The Maximuscle case study impressed the judges with its excellent sales figures over time, and the way Maximuscle demonstrated a different way to position themselves.
-Gerry Murphy, Chief Executive, The Number