Maximuscle - Normalising a Category and Growing a Brand

Lucas Brown, James O'Shea and Drew Barnes

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 goer and those active in sports.

Maximuscle – Normalising a Category and Growing a Brand

Principal Authors: Lucas Brown - Total Media, James O'Shea - Maximuscle Contributing Author: Drew Barnes - Marketing QED

INTRODUCTION

This case study is about how you can grow a brand in a category which has inherent consumer resistance through a process of normalisation. By using advertising and marketing techniques we built category understanding and brand trust in order to open peoples' minds and wallets.

In five years Maximuscle has grown to become the most successful brand in the Sports Nutrition category, with a 32% market share1. This in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands