MAXINUTRITION
The protein category is in significant growth globally, however the consumer knowledge of what protein is and why it is good for the body varies enormously from region to region, with the UK being amongst the least educated. Protein in the UK is very much still entrenched in body building and huge disproportionate guys that have no baring to the average person.
The goal of the MaxiNutriton restage was to reset the bar for the entire category in the UK, normalizing protein in the eyes of the consumer, and making entry into the category less daunting.
The approach, altered the trade mark from Maxi Muscle to MaxiNutrition, ensuring the parent brand conveys the health benefits rather than link to muscle bulk alone.
The pack design uses a simple vertical hierarchy, making it simple to read and leading the eye down to the benefits (the science), which are a key differentiator for Maxi. The left have side of the pack dedicated to an ‘emotion’ graphic, which is designed to connote the needstate of the pack, (so the packs that make you bigger, have a graphic that looks ‘bulging’, while the products that make you strong have ‘cyclonic’ graphic).
Crucial to the success of the restage of MaxiNutrition and ensuring that the category strategy it defines was a success, significant work was done with retailers to educate them on how to build a needstate fixture for Maxi, branded competition and ‘own brand’ in order to ensure category success and reduce consumer confusion at the fixture. This strategy is called ‘the block’.
Remarkably simple in its thinking, it allows the fixture to be split into the 4 needstates that performance protein offers, and vertically tier in 3 consumer engagement levels.
From a consumer POV, you just need to select your ambition and choose how many times you will train. For EG, a guy wanting to trim down would only ever need to look at the green packs, someone looking to bulk up, only needs to shop the purple range etc.
