Sports-nutrition products marketer Maximuscle has launched a new
catalogue and website catering to women. Maxitone debuted in
February with 16 products and a £500,000 marketing campaign
that saw the brand advertised on TV, on gym posters, and in the
lifestyle press. As well as being available direct, Maxitone is
also stocked at high street retailers including Boots, Holland &
Barrett, and Argos.
Maximuscle had been seeking to grow its audience and to this end
appointed brand agency Added Value to delve into its target
demographic and find gaps in the market. Working with the agency,
Maximuscle identified a female audience for body-enhancing
supplements and Maxitone was formed.
The first Maxitone catalogue, distributed in February, was mailed
to Maximuscle’s existing database as well as inserted into
women’s titles including Zest, Health and
Fitness and Women’s Fitness. Maxitone printed
500,000 copies of its launch edition. “The catalogue for us
is a really important tool,” says Kate Wells, Maxitone’s
brand manager. “Our products are new to many women and so
require education. The catalogue allows us to educate and inform
whilst adding value through articles and meal plans.”
To further promote the brand, Maxitone is looking to bolster its
online marketing efforts through blogs and a Facebook page, as
well as through advertising on the websites of its core magazine
titles.
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