DELIVERING CATEGORY LEADERSHIP TO SHOPPER ACTIVATION
At Melli, we implement Category, Planning, Trade and Shopper Activation with purpose and precision. We deliver our work with strategic expertise and clear, impactful design, drawing from extensive experience working with the some of the world’s biggest brands.
Multipower
Challenge
Launch Europe's leading bodybuilding brand in the UK
Response
To understand what really motivates gym users, we organised a national sampling campaign in UK gyms. This was not as straightforward as most samplings; the 'samplers' had to be dedicated body builders or athletes to ensure they would be at ease in a gym environment in order to get an honest response. As this was a complex product range targeting a highly knowledgeable audience we dedicated resources to educating the samplers on the Multipower brand so that they became strong brand advocates. The key to success was to target the right gyms in the right areas and pin pointing those that would best match the Multipower brief.
Results
Multipower product into the hands of thousands more fitness fanatics
Campaign is continuing to roll out
Excellent distribution point gains