Maximuscle uses cricketer Broad in latest ad campaign
By John Reynolds, campaignlive.co.uk, Tuesday, 05 July 2011 09:50AM
Maximuscle, the sports-nutrition brand, is launching a multimedia campaign featuring cricketer Stuart Broad and other sporting stars, in a bid to normalise the brand in the eyes of the public.
The campaign is running across TV, print and online and has been created by the agency, The Minimart.
It includes a heavy social media element, as Maximuscle, which is made by Maxinutrition, broadens its appeal and the relevance of sports nutrition to a wider demographic.
Maximuscle is still viewed by some critics as a marginal product, used by gym rats and body builders.
The campaign, called 'The Team Behind the Team', tells real-life stories of Maximuscle athletes, focusing on the key role played by sports nutrition in their success.
England cricketer Stuart Broad, Olympic gymnast Dan Keatings, and England and Northampton rugby player Courtney Lawes, are among the athelets starring in the campaign.
Each of the sporting stars will have their own dedicated space on Maximuscle's website, www.maxmuscle.com, and on Facebook and YouTube channels.
James O'Shea, marketing directing at Maxinutrition, said: "This is more than a campaign – it is a brand experience for fans, experts and sporting communities."
Maxinutrition was bought by GlaxoSmithKline last year in a deal that valued the firm at £162m.
This article was first published on campaignlive.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Trade Marketing Executive, Travel - £24-28k Blue Skies Marketing Recruitment £24000 - £28000 per annum, West London
- Sales Executive/Account Executive - Premium Publisher - Clapham Ultimate Asset £22000 - £26000 per annum + Uncapped Commission, London
- The rear of the Apple Watch is more interesting than the face
- Channel 4 to drop 4oD for digital service All 4
- Guardian launches three-tier membership scheme
- FT to reveal first design overhaul in seven years
- David Hasselhoff to join Sorrell, Naughton and Shing at IAB Engage 2014
- Apple unveils 'biggest advancement in the iPhone' and 'Apple Watch'