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Award-winning case study
1.
Maximuscle - Normalising a Category and Growing a Brand
Lucas Brown, James O'Shea and Drew Barnes, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

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