12th Jan 2012
Sports nutrition brand Maximuscle is going beyond its heartland of male gym goers and body building by launching its first product range, Maxitone to specifically target women.
The Maxitone product range has been developed by brand agency Added Value from start to finish; insight driven segmentation, proposition development, brand architecture, right through to packaging design.
The range rolls out on 21st January in the brands debut TV campaign supported by poster and press activity, as part of a half a million pound marketing support.
Consumers will be able to purchase the product direct at Maxitone.com and in-store nationally at Boots, Holland and Barrett, Superdrug and various gym chains including Fitness First and Esporta.
We came to Added Value with a specific challenge of how we take Maximuscle and sports nutrition to a broader audience to achieve our growth target. The team grabbed the challenge with real enthusiasm and have showed an appetite and passion throughout the process to immerse themselves in the brand and understand the complicated world of sports nutrition. Throughout the year, they have been a real partner and have basically become an extension of the marketing team and the business. Maxitone has been well received by the trade.
James OShea, Marketing Director, The Maxi Group:
Maximuscle was looking to grow the brand into the mainstream. By segmenting the market, we identified a new female audience for whom hitting their target weight was not enough, they want body shape & tone to enhance the effort theyre putting in at the gym. Brand architecture for the range is divided into three pillars; weight-loss, toning and well-being. Each has their own brand name to help women navigate the range and choose the product which is right for their needs and goals. The brand names Sculptress, Definity and Finesse allow the range to grow as new products come on stream, under the Maxitone umbrella. Our creative team created the packaging to reflect what the brand stands for and to connect with this new female audience.
Marie Ridgley, Managing Director, Added Value:
Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients’ central marketing questions about market, equity, positioning, innovations and communications.
Many clients are Fortune 500 companies, such as AT&T, Microsoft, VW Audi Group, HSBC, Allianz, Vodafone, P&G, but they work with start ups and challenger brands too. The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors.
Added Value was formed in October 2004 by bringing together three leading agencies from within WPP - the German-based Icon Brand Navigation, the US-based Diagnostic Research and the UK-based Added Value.
The acquisition of companies including Oracle Research in China, innovation consultancy Cheskin in the USA, and most recently, Saffron Hill in Singapore and the Philippines, have reinforced the group’s expertise, offer and presence in these markets.
Added Value serves Poland, Russia and eastern Europe through a strategic partnership with Stratosfera in Poland and a joint venture with Young&Rubicam in Russia.
Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill.
Added Value is now one of the largest operations within WPP’s Kantar division www.kantar.com, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.
19th January 2010
Rafal Kwiatkowski
Short URL: http://prst.co/cQ
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