CHI lands global ad brief for GSK's Maxinutrition

GlaxoSmithKline has added CHI & Partners to its roster to handle global advertising for the Maxinutrition sports-nutrition range.

GSK: adds CHI to roster
GSK: adds CHI to roster

The agency will create work for Maxinutrition’s brands to run across the UK, Europe and Asia.

GSK aims to expand the marketing around the products, which traditionally targets dedicated sports participants, to a more mainstream audience, starting next year in the UK. Maxinutrition was acquired by GSK in February 2011.

Brands under the label comprise Maximuscle, Maxifuel and Maxitone. Maximuscle shakes and branded gym equipment appeared in a fitness task in the Celebrity Big Brother house last month as part of a deal negotiated between Channel 5 and MediaCom.

Other agencies on the GSK roster include Grey, which works on Lucozade, Sensodyne and Beechams; TBWA, which handles the global Aquafresh account; and M&C Saatchi, which oversees Ribena.

TBWA created a brand campaign for GSK during the Olympics to promote its role as the laboratory services provider for London 2012. It featured British athletes, including Phillips Idowu, Beth Tweddle, David Weir and Graham Edmunds, with the strapline: "The crowd is my only drug."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More