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Brand strategy, new identity and product launches for Maximuscle

May 16, 2019

Written by Sam Birkhead

More energy!

This week at Fantastic…

A whole new Maximuscle

This week it was all go as we were ‘on-hand’ to launch the new brand and over 60 new products for the UK’s leading sports nutrition company Maximuscle at the 2019 BodyPower Experience Friday 10 May — Sunday 12th May.

A refreshed brand, better approach and all new products

Maximuscle’s global brand ambassadors include England and Liverpool footballer Jordan Henderson, British and Irish Lions rugby union star Maro Itoje as well as world muscle model champion and winner of the BBC’s Last Man Standing show, WolĂ© Adesemoye.

We were proudly appointed as Maximuscle’s lead marketing agency last year after the German food manufacturer KrĂĽger Group acquired the brand from pharmaceutical giant GlaxoSmithKline and consolidated its international marketing roster.

Maximuscle used the BodyPower Experience event at the NEC to unveil new products including protein bars, ready-to-drink protein shakes, natural bars, energy flapjacks, palm oil-free protein bites and protein dippers — all driven by strategic thinking to make it meet latest consumer trends and improve sales.

The new range has also been developed and reformulated to make products suitable for people with food intolerances and allergies, vegetarians and vegans.

Insight workshop

Our man with the plan, Alisdair Straughan, said: “Maximuscle is at the forefront of the rapidly-expanding sports nutrition sector and our strategic approach is helping them grow even further.

“Our business insight work identified an opportunity to target a broader consumer audience beyond traditional bodybuilders.

“As such, the new products cater for male and female fitness enthusiasts, a variety of lifestyles, different age groups and across a wider range of sports.

“Having made Maximuscle’s products relevant and accessible to a more diverse demographic we are using a selection of marketing services to communicate with consumers to boost sales and drive business growth.”

Integrated marketing and strategic approach

Our integrated marketing approach provides a range of services for Maximuscle including brand planning and strategy, brand design and identity, web design, packaging design, email marketing, pay-per-click, SEO, PR, media planning and social media.

Quote of the week

Quotes inspire us but feedback keeps us going, this weeks quote is brought to you by one of our friends:

“We have been delighted with the strategic and creative input from Fantastic. From the first meeting they bought into what we want to achieve with the brand and products, and it was clear that their ambition and enthusiasm matched our own.

“We had a very successful launch at BodyPower at the weekend and with Fantastic’s help we look forward to rolling out our new, industry-leading sports nutrition products and supplements in the coming months.” Dan Wood, Sales Director – Maximuscle


The power of us.

If you didn’t get to catch us at BodyPower but want to find out how we put on an amazing show, email Sam Birkhead or call us on 0113 246 4425!

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