Title: Normalising a category and growing a brand
Entrants: Total Media, Maximuscle
Authors: Lucas Brown, Total Media; James O'Shea, Maximuscle
Contributing author: Drew Barnes, Marketing QED
Media used: Magazines, out of home, internet, direct marketing,
In a nutshell
By changing non-users' negative perceptions of sports nutrition and positioning itself as a safe and credible brand, Maximuscle generated a payback of £2.85 per £1 spent.
Summary: 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-users' 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". This was reflected in communications across channels such as magazines, the internet and direct marketing, as well as search and sponsorship. As a result, Maximuscle has generated a payback of £2.85 per £1 spent.
Judge's comment: The Maximuscle case study impressed the judges with its excellent sales figures over time, and the way Maximuscle demonstrated a different way to position itself.
- Gerry Murphy, chief executive, The Number.