MAURTEN UNOFFICIAL
Client
→ Maurten
Recognition
One Show – Cannes Lions – D&AD – Guldägget – Cresta – ADC – Gear Patrol
Building a brand by removing it.
Maurten is a Swedish innovation in sports — a carbohydrate gel and a sports drink, which helps elite athletes perform without the side effects, stomach problems and cramps that are common with energy supplement products.
The big challenge? Many elite athletes are using Maurten under the radar, as they are sponsored by global giants with massive marketing budgets that Maurten can't match.
As true athletes, we decided to turn a obstacle into a strength…
The product was the idea.
Maurten Unofficial.
We launched Maurten Unofficial. An un-branded product range designed for anyone who wants to leverage Maurten's hydrogel technology without violating existing contracts.
To introduce our new product line, we created films that on the surface appear typical for the sports category. They feature elite athletes training rigorously accompanied by voice overs reflecting on the journey towards their goals. So far nothing new.
But we added two details. Or rather, took away. All participants' faces are blurred and their voices distorted, to make sure that they don’t jeopardize their possible sponsorship contract with Maurten's competitors. A risk they no longer need to take.
A product with a market of its own.
The unofficial collection contains the same ingredients as the official Maurten products, but comes in incognito packaging and with mixing bottles with pixelated logos. Even the Unofficial website is without visible logos.
Tease phase
LONDON MARATHON
Prior to the product launch, we shed light on the phenomenon with posters strategically placed along the route of the London Marathon. The race was sponsored by Lucozade, a global giant in the sports drink industry.
