In its first ever push into television advertising, leading sports nutrition company Maximuscle is launching its female brand, Maxitone, with the ‘Whatever Your Ambition’ UK campaign.
The TV ad, created by The Minimart agency, see the female targeted Maxitone ad airing on Channel 4 Digital, Five Digital, IDS, ITV Digital and Sky Media. Supporting activity is taking place in gym posters and the lifestyle press.
The new Maxitone range is designed specifically for women to support weight loss, body toning and help maintain a healthy body alongside an exercise and healthy eating programme.
Maximuscle Marketing Director James O’Shea said, “Maxitone is an exciting launch for us as there aren’t really any other products on the market that help active women optimise their exercise and training routines. This is a real statement of intent for Maxitone and we are very much looking forward to building the campaign and brand in the coming months.”
Maxitone was created by Maximuscle to help diversify the brand and appeal to a wider audience. Maximuscle products target professional athletes and everyday gym goers and are designed to help them tone up, increase their energy, lose weight and improve their fitness.
The Maxitone brand, just for women, is positioned as UK’s leading brand for healthy female weight loss, body toning and well being. Tim Clyde, director of The Minimart, added that “Most people exercise for a reason and this is more interesting than the exercise itself, so we created 3D titles within the filmed environments to reflect the ambitions of the girls training.”
The sports nutrition market is forecast to continue to grow at 20% per annum and Maximuscle’s market share is estimated at 32%.