Sports nutrition is a massively burgeoning area worldwide. It was into this market in 2009 that Carbery foods, a company founded as a Dairy Cooperative, launched Kinetica as a range of food supplements designed to help athletes train and perform.
The quality of the product range stood out from amongst its competitors, especially the source of the key common ingredient, protein, which came from grass fed cows. However with countless products launching all the time we needed a campaign that could stand out from the crowd.
We carried out extensive market research into the various products and their offerings on a national and international basis. On top of this we interviewed young athletes and well as top ranked professional and amateur athletes to try to understand their attitudes to training.
Using the information, coupled with the detailed company history and product information from Carbery we went through our Daringly Simple planning process.
Insight
If anything can make a difference then you need to do everything
The diamond
Kinetica has a range of highly engineered products designed to give you the edge in sports training and have many high profile sportsmen and women putting their names behind it.
The Daringly simple Idea
Prepare to succeed
Our creative needed to immediately arrest the viewer. Our creative idea combined the facts that not only does Kinetica combine all the elements you need to get the most out of your training but also because it’s made from milk from grass fed cows its more natural than its competitors. It’s all you need in order to prepare to succeed. It is by itself your essential kit.
Our imagery was bold, eye catching and disruptive for the category featuring our ambassadors armed with nothing bar Kinetica as represented by beautifully rendered body paint.
Great work that has catapulted the brand to within a whisker of the brand leader in Ireland in just under a year, that worked.