CHI lands global ad brief for GSK's Maxinutrition

By Anne Cassidy, campaignlive.co.uk, Thursday, 07 February 2013 08:00AM

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."

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • PR Account Director AF Selection £32,000 - £40,000, Manchester, Greater Manchester