Sports supplement brand, Kinetica, has exclusively revealed its new advertising creative, to support the brand’s launch into the UK sports and fitness market.
Kinetica, which launched in Ireland in October 2009, has been making its mark in the Irish sports sector, and already claims to be one of the leading sports supplement brands in Ireland, with its premium 100% natural protein based products.
Supported by a ‘six figure sum’, Kinetica’s UK launch strategy is built around an extensive, integrated marketing campaign including athlete sponsorship, PR, advertising, POS, digital marketing, social media and sampling activities.
Irish advertising firm, Boys and Girls, based in Dublin, has created the new print advertising concept. Starring Ireland’s leading sports stars from the world of rugby, triathlon and mixed martial arts, Kinetica’s latest ad campaign ‘presents world-class athletes in ways never before seen, as they are stripped bare and body painted revealing intense muscle definition.’
Three body painters were brought to Ireland from Barcelona, for the shoot. Each athlete was shot naked, and required 5 hours of body painting by the artists.
Patrick Stephenson, Managing Partner from Boys and Girls said “The resulting make-up was so convincing that each image was retouched afterwards to add splashes and dribbles of paint, making the effect more obvious.”
Stephenson explained, “The ads show famous sports people wearing nothing but body paint accompanied with the strap line ‘Essential Kit –prepare to succeed’. The ads show that you don’t need fancy sports kit to succeed; you only need the right training and the right sports nutrition, from Kinetica.”
This creative will be used across print advertising and POS materials, created by ISI Global. Media buying agency, MediaVest, has secured a print advertising schedule with ABC1 men’s lifestyle and specialist sports media including Men’s Health, Attitude and 220 Triathlon. The new adverts will appear in print in the April issues and POS, set to hit shelves from March 2011.
Kinetica’s UK roster of athletes and ambassadors includes Ben Youngs, England Rugby and Leicester Tigers player, the Leicester Tigers Squad, sports nutritionist to England Rugby and UK Athletics Matt Lovell, who has been closely involved in the product development, and celebrity fitness trainer Jon Denoris.
Kinetica appointed Radiator PR in 2010 to build brand awareness in the UK national sports, fitness and lifestyle press, through athlete/ambassador profile interviews and product placement. Already, Radiator has achieved coverage for the brand in Sport, The Sunday Telegraph and Sunday Times with Ben Youngs in the run up to the Six Nations, with an estimated editorial value of over £1,000,000.
John Keys, UK Business Manager of Kinetica said “We’ve seen Kinetica grow from strength to strength in Ireland and are really excited to see the products and brand launch in the UK this year. Our marketing strategy and athlete sponsorship programme shows we’re committed to making our mark in the sports industry.”