Supplementing a brand portfolio to win big

Maximuscle had an impressive following amongst bodybuilders and male gym goers. But to achieve their goal of brand growth of £100 million by 2013, they needed to become heavyweights across the entire health and fitness market.

We used our expertise across segmentation, cultural insight, typologies, packaging codes and brand strategies to reach out to all areas of the market, from professionals to beginners. Our work inspired Maximuscle to create three new sub-brands, a new brand identity and innovative packaging designs.

Maximuscle, Maxitone and Maxifuel were all launched successfully in 2010 achieving 15% growth year on year, which resulted in Glaxo Smith Kline buying the brand in February 2011 for £162 million.


The team grabbed the challenge with real enthusiasm and showed an appetite and passion throughout the process to immerse themselves in the brand and understand the world of sports nutrition. Throughout the year, they have been a real partner and have basically become an extension of the marketing team and the business.

Marketing Director, Maximuscle