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...