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How do you normalise a category when your competitors are continually reinforcing the market stereotype; protein is for bulking up, vanity over improved performance and a bodybuilding image which turns new customers away?

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We wanted to step outside of the category conventions of gym/weight focussed advertising and educating and inspiring an everyday consumer audience by showing the difference it will make in a much more fun tongue and cheek manner.

We helped create and launch the new Maximilk RTD product, moving Maxinitrution closer towards a mass market brand.

The first challenge was to increase brand awareness within the sports nutrition market whilst broadening its appeal to a wider mainstream audience. The unifying platform was able to flex effectively through brand building activity, creating lasting engagement, as well as delivering a simple hard hitting sales driving messages that then benefited the entire product portfolio.