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ADVERTISING CAMPAIGNS

Maxitone ‘Whatever Your Ambition’ advert

Agency: Minimart

Client: Maximuscle

Maximuscle, the UK’s number one sports nutrition company, is launching its new female brand, Maxitone, with a campaign that includes the company’s first ever television advert.

Created by The Minimart the ‘Whatever Your Ambition’ campaign will introduce Maxitone – the first female active nutrition brand – to the UK market.
 
The campaign across TV, gym posters and lifestyle press supports the launch of the new range of products designed specifically for women to support weight loss, body toning and help them maintain a healthy body alongside their exercise and healthy eating programme. 
 
The advert, which launches on January 21, focuses on ambition as a motivating force and follows three women as they go about their exercise routines. Each of them has different fitness goals, which are displayed via voiceovers and relevant icons that communicate their thoughts and ambitions.

Whilst their body goals differ the connecting concept is that Maxitone, along with regular exercise and a healthy diet, can help them achieve their ambitions.
 
“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,” said Maximuscle marketing director, James O’Shea.

“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”.
 
Tim Clyde, director of The Minimart, said that most people exercise for a reason and this is more interesting than the exercise itself, so the company created 3D titles within the filmed environments to reflect the ambitions of the girls training.
 
Maxitone was created by Maximuscle after it sought to diversify the brand and appeal to a wider audience. Maximuscle currently holds over a 25% share of the sports nutrition market, providing professional athletes and everyday gym goers with products to help them tone up, increase their energy, lose weight and improve their fitness.
 
The advert airs from January 21 on stations across Channel 4 Digital, Five Digital, IDS, ITV Digital and Sky Media.

PR is being managed by Resonate.

AJR
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